發(fā)布時間：2018-06-25 02:45

  本文選題：全媒體 + 創(chuàng)新��； 參考：《成都理工大學》2015年碩士論文

【摘要】：近年來,隨著傳媒技術(shù)的深入發(fā)展,不同媒介形態(tài)和傳播終端逐步融合匯流,形成一股來勢洶涌的全媒體浪潮,原來主攻單一業(yè)務(wù)領(lǐng)域的傳統(tǒng)媒體,紛紛開始了全媒體布局,電視媒介也不例外。全媒體是指所有媒介載體形式的總和。但全媒體不僅局限于媒介的相加,更確切來講,它是指不同媒介間的交融,打通各種傳播渠道終端,調(diào)動人類的全部感官,可以實現(xiàn)傳播覆蓋的最大化,實現(xiàn)最佳狀態(tài)的傳播效果,使得受眾獲得更及時的信息、更多角度、更多視覺滿足的閱讀體驗。另外全媒體是一個過程。媒介融合指四個方面的融合:一是傳播渠道的融合,二是內(nèi)容生產(chǎn)的融合,三是媒介之間的融合,四是媒介與大眾的互動融合,傳媒通過各種平臺最大限度的到達受眾,同時受眾與媒體互動,成為媒體的海量信息源和內(nèi)容制造者。電視媒介生態(tài),顧名思義,指電視媒介本身及環(huán)境組成的系統(tǒng),其最佳狀態(tài)是達到協(xié)調(diào)平衡,持續(xù)發(fā)展。完整的電視媒介生態(tài)包括電視媒介生態(tài)因子(電視媒介各構(gòu)成要素之間、與其它媒介之間的相對平衡的結(jié)構(gòu)狀態(tài))和環(huán)境因素(社會文化、政治、經(jīng)濟等外部環(huán)境因素與媒介關(guān)聯(lián)互動而達到的一種相對平衡的結(jié)構(gòu)狀態(tài))兩方面。全媒體時代,電視媒介地位、傳播方式和與其它媒介間關(guān)系發(fā)生了改變,電視媒介生態(tài)隨之而變,若不能及時調(diào)整,會出現(xiàn)生態(tài)失衡現(xiàn)象,影響電視媒介長遠發(fā)展。電視媒介生態(tài)的健康發(fā)展至關(guān)重要,這就需要生態(tài)系統(tǒng)各環(huán)節(jié)、各部分的協(xié)調(diào)和諧作用,平衡持續(xù)發(fā)展,同時電視節(jié)目是觀眾最直接最大程度的接觸電視媒介的因素,所以電視節(jié)目的平衡發(fā)展就成為了重中之重。在全媒體大環(huán)境中,新媒體對電視媒介造成了最有力沖擊。2015年1月10日,新劇《何以笙簫默》播出,江蘇衛(wèi)視收視率為0.792,東方衛(wèi)視收視率為0.563,網(wǎng)絡(luò)點擊率破億。全劇收視率最高的是江蘇衛(wèi)視在播放大結(jié)局時的1.631,網(wǎng)絡(luò)最高點擊率日破3億。這些數(shù)字說明新媒體在其所到之地,迅速對電視觀眾形成分流已是不爭的事實。當今各大衛(wèi)視為爭收視率和經(jīng)濟效益,抓住觀眾娛樂心理,無節(jié)制追風復(fù)制成功案例,造成電視節(jié)目類型重復(fù)率高,觀眾審美疲勞,電視節(jié)目已出現(xiàn)惡搞、克隆的怪圈。在明星真人秀火爆的時期,《花樣姐姐》、《花樣爺爺》、《花兒與少年》、《兩天一夜》、《明星家族的2天1夜》重復(fù)率太高,節(jié)目組僅僅靠炒作宣傳和消費明星來支撐起整個節(jié)目,這種曇花一現(xiàn)的泡沫現(xiàn)象對電視媒介的發(fā)展沒有益處,是對電視媒介生態(tài)中媒介本身構(gòu)成要素平衡的破壞。近期,神劇《石敢當之雄峙天東》大受歡迎。該劇制作公司完美世界影視文化有限公司在此之前有很多佳作,如電視劇《楚漢傳奇》、《老有所依》和《咱們結(jié)婚吧》以及電影《失戀33天》、《鋼的琴》等,現(xiàn)在卻轉(zhuǎn)向發(fā)展所謂的“雷劇”,對此筆者不敢妄下定論,只是從老藝術(shù)家六小齡童的轉(zhuǎn)型,到制作公司和編劇的集體轉(zhuǎn)型,不是巧合,也不是個別現(xiàn)象。雷劇的產(chǎn)業(yè)為何如此壯大,早年芒果臺試水《丑女無敵》收視節(jié)節(jié)攀升,兩年內(nèi)連拍四季,《魔幻手機》以平均收視率4%成為了08年cctv-8的收視冠軍,《天天有喜》不但是2013年電視劇收視冠軍,還獲得了27屆金鷹獎電視劇三等獎,而前文提到的《石敢當之雄峙天東》和《封神英雄》也坐擁持續(xù)而穩(wěn)定的高收視率。這讓我們深思怎樣才能在保證經(jīng)濟效益的同時堅守電視節(jié)目的精品化品質(zhì)。這也說明電視媒介生態(tài)中電視媒介自身制作環(huán)節(jié)和與其它媒介關(guān)系的失衡。在全媒體的大環(huán)境中,電視媒介怎樣才能繼續(xù)占據(jù)重要位置,立于不敗之地,內(nèi)容為王依然不過時,提高電視節(jié)目質(zhì)量依然是重點。電視節(jié)目《爸爸去哪兒》給我們提供了成功案例,給予我們關(guān)于電視媒介怎樣應(yīng)對沖擊以借鑒的啟示。電視媒介要獲得健康發(fā)展,就必須借助全媒體應(yīng)對新媒體,明確自身條件不足和固有優(yōu)勢,借勢而上,不斷創(chuàng)新,內(nèi)容為王,提高節(jié)目質(zhì)量,加強自身品牌建設(shè),進一步制定適合自己的發(fā)展戰(zhàn)略,增加自身價值,以實現(xiàn)電視媒介生態(tài)平衡長遠發(fā)展。論文采用文獻資料分析法和問卷調(diào)查法,定性與定量相結(jié)合,研究全媒體中電視媒介生態(tài)現(xiàn)狀問題及發(fā)展策略。第一章首先對本文的研究背景和研究意義進行介紹,其次對國內(nèi)外研究現(xiàn)狀進行了分析,然后對研究方法進行了說明,最后是本文的研究創(chuàng)新與突破之處。論文第二章是對全媒體和電視媒介生態(tài)的理論綜述,對相關(guān)概念進行了界定和分析。在論文第三章中,筆者分析了全媒體對電視媒介生態(tài)的影響,包括對新媒體及其特點的分析,全媒體對電視觀眾的分流,全媒體對電視媒介傳播方式的改變,全媒體對電視媒介傳播地位的改變。論文第四章對電視媒介生態(tài)現(xiàn)狀做出分析。主要是電視媒介自身狀態(tài)和環(huán)境因素兩大部分。包括電視媒介本身優(yōu)缺點總結(jié),當下電視媒介自身環(huán)境分析,人們習慣通過網(wǎng)絡(luò)看電視節(jié)目,雷劇泛濫,過度娛樂等問題。另外對電視媒介與其他媒介關(guān)系,電視媒介和政治、經(jīng)濟、社會文化的關(guān)系狀態(tài)也做出分析。第五章中以實例探析全媒體視域下電視媒介的生存,內(nèi)容為王,電視節(jié)目是重點。以成功案例真人秀《爸爸去哪兒》為例,輔以問卷調(diào)查分析,得出其巧用新媒體力量,加之自身優(yōu)秀的節(jié)目內(nèi)容,掀起一股明星真人秀熱潮,是電視媒介應(yīng)對全媒體的成功案例。論文最后一章是對全媒體視域下電視媒介的未來發(fā)展的探討,主要分為三部分:差異化生存、融媒化生存和精品化生存。
[Abstract]:In recent years, with the development of media technology, different media forms and communication terminals are gradually merging and converging to form a wave of full media. The traditional media, which mainly focuses on the field of single business, have started the whole media layout, and the TV media are no exception. The whole media refers to the sum of all media carriers. But the whole media It is not only limited to the addition of media, but more precisely, it refers to the blending of different media, through various channels of communication terminals, to mobilize all the senses of human beings, to maximize the coverage of communication, to achieve the best state of communication, to make the audience get more timely information, more angles, and more visual reading experience. In addition, the whole media is a process. Media convergence refers to the integration of four aspects: one is the integration of communication channels, the two is the integration of content production, the three is the fusion of media, and the four is the interaction and integration of the media with the masses. The media reaches the audience to the maximum extent through various platforms, and the audience and the media interact with the media to become the mass information source of the media. The television media ecology, as its name implies, refers to the system of the television media itself and its environment. Its best state is to achieve a balanced and sustainable development. The complete television media ecology includes the television media ecological factors (the structural state of the relative balance between the TV media and other media) and the ring. There are two aspects of the relative balance between the environmental factors (social, cultural, political, economic and other external environmental factors and media interaction). In the full media era, the status of television media, the mode of communication and the relationship with other media have changed, and the television media changes, and the ecological imbalance will occur if they can not be adjusted in time. Phenomenon, affecting the long-term development of television media. The healthy development of TV media ecology is very important. This requires the harmonious and harmonious role of various parts of the ecosystem, the balanced and sustainable development, and the television program is the most direct and maximum factor of the audience to contact the television media, so the balanced development of TV programs has become a heavy medium. In the full media environment, the new media has caused the most powerful impact on television media in January 10th.2015, the new drama "Sheng Xiao" is broadcast, Jiangsu TV viewing rate is 0.792, Oriental TV viewing rate is 0.563, the network click rate is more than 100 million. The highest ratings of the opera is the 1.631 of the Jiangsu TV in the playback result, the network is the highest click The rate has broken 300 million. These figures show that the new media in its place, the rapid diversion of the television audience has been an indisputable fact. Today, the major satellite TV is a contention rate and economic benefits, seize the audience's entertainment psychology, uncontrolled pursuit of the success of the case, cause the high repetition rate of TV programs, the audience's aesthetic fatigue, TV programs have already gone out. At the time of the star reality show, in the time of the star reality show, "the pattern sister >" the pattern grandfather > "the flower and the teenage >, < two days and the night > > the 2 days and the 1 nights of the star family > the repetition rate is too high. The program group only relies on hype and consumer stars to support the whole program, this kind of flash in the pan bubble phenomenon does not develop to the TV media. The benefit is the destruction of the balance of the media itself in the television media ecology. In the near future, the opera "stone" is very popular. The drama production company, perfect world film and Television Culture Co., Ltd. has many good works, such as the TV series "Chu Han legend >" and "we married >" and "33 days of lost love", < steel >, < steel. The Qin opera, and so on, now turns to the development of the so-called "thunder drama", and I dare not to make a conclusion. It is not a coincidence or an individual phenomenon from the transformation of the old artist Liuxiaolingtong to the collective transformation of the production companies and the writers. In the four seasons, "the magic cell phone" has become the 08 year cctv-8's watching champion with the average audience rating of 4%. "Every day is happy > not only the 2013 TV drama championship, but also the 27 Golden Eagle prize TV series three. How can we stick to the quality of the TV program at the same time to ensure the economic benefits. It also explains the imbalance between the production of TV media and the relationship with other media in the television media ecology. In the environment of the whole media, how can the TV media continue to occupy an important position and stand in an invincible position and the content is still the king of the media At the time, improving the quality of TV programs is still the key point. The TV program "where dad goes" provides us with a successful case and gives us the inspiration of how TV media should deal with the impact. To achieve a healthy development of TV media, we must use the full media to deal with the new media, make clear the lack of its own conditions and inherent advantages, and borrow the potential, Continuous innovation, content is king, improve the quality of program, strengthen the construction of its own brand, further develop its own development strategy and increase its own value, so as to realize the long-term development of ecological balance of television media. The paper uses literature analysis method and questionnaire survey method, qualitative and quantitative, to study the ecological status of television media in the whole media. The first chapter introduces the research background and significance of this article, then analyzes the research status at home and abroad, then explains the research methods, and finally is the research innovation and breakthrough in this paper. The second chapter is a theoretical summary of the ecology of the whole media and television media. In the third chapter of the paper, the author analyzes the influence of the media on the television media ecology, including the analysis of the new media and its characteristics, the diversion of the media to the TV audience, the change of the media to the mode of television media transmission, the change of the media's status in the media, and the fourth chapter of the paper to the TV media The present situation of the ecological environment is analyzed. It is mainly the two parts of the state and the environmental factors of the TV media, including the summary of the advantages and disadvantages of the TV media itself, the analysis of the current media's own environment, the habit of watching TV programs, the flood of thunder, the excessive entertainment and so on. The relationship between politics, economy, and social culture is also analyzed. In the fifth chapter, the survival of TV media in the full media view is analyzed with an example. The TV program is the key point. The last chapter of the paper is the discussion of the future development of TV media in the full media view, which is divided into three parts: differentiated survival, intermediaries and excellent survival.
【學位授予單位】：成都理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：G229.2

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