對電視養(yǎng)生節(jié)目《養(yǎng)生堂》節(jié)目話語的傳播偏向研究
發(fā)布時間：2019-05-07 06:49
【摘要】：隨著經(jīng)濟(jì)的發(fā)展和生活水平的提高,公眾逐漸提升對健康信息的需求�！娥B(yǎng)生堂》乘這陣東風(fēng),傳播中醫(yī)養(yǎng)生保健知識和技巧,進(jìn)行全民健康教育,盡管其播出時間不是黃金時段,但在以家庭為主的收視對象群中,稱得上是北京衛(wèi)視的代表節(jié)目之一,并逐漸形成了“養(yǎng)生堂現(xiàn)象”,引起了學(xué)界的關(guān)注。本文在健康傳播的大視野下,以《養(yǎng)生堂》為研究對象,首先從選題和參與者兩個方面對節(jié)目內(nèi)容進(jìn)行梳理,并將之作為后續(xù)研究的背景資料。通過分析選題背景、類型、節(jié)目形式,總結(jié)出《養(yǎng)生堂》節(jié)目的傳播特點和側(cè)重點;通過分析嘉賓身份和現(xiàn)場觀眾,總結(jié)出該節(jié)目的現(xiàn)場設(shè)置和明星化傳播策略。在此基礎(chǔ)上,本文借助話語分析的研究方法,剖析《養(yǎng)生堂》的節(jié)目話語是如何進(jìn)行媒介建構(gòu)的。在論證了“電視養(yǎng)生節(jié)目話語”這一說法成立的基礎(chǔ)上,從微觀和宏觀兩個層面對《養(yǎng)生堂》議題生產(chǎn)過程進(jìn)行話語分析。微觀層面主要集中在語言文本,指節(jié)目的話語組織機(jī)制和話語修辭策略等;宏觀層面主要是指傳媒話語的社會認(rèn)知、意識形態(tài)建構(gòu)和權(quán)力功能等,本文將上述幾個方面糅雜結(jié)合,著重分析《養(yǎng)生堂》的話語神話運作及其傳播偏向的具體體現(xiàn)。最后針對《養(yǎng)生堂》的神話現(xiàn)象,不囿于健康傳播的學(xué)科界限,從更為深遠(yuǎn)的政治、經(jīng)濟(jì)、文化三個方面分析該節(jié)目之所以呈現(xiàn)出上述傳播偏向的原因。電視養(yǎng)生節(jié)目文本和中醫(yī)符號的傳播,首先受到意識形態(tài)的影響和操控:通過中醫(yī)重構(gòu)傳統(tǒng)和集體記憶,引導(dǎo)社會的共同想象,以此維護(hù)政治統(tǒng)治、保證社會穩(wěn)定。其次,該節(jié)目在消費主義社會語境下,被賦予商品意義,滿足受眾被刺激的過度養(yǎng)生訴求;同時,由于商業(yè)利益的驅(qū)使,節(jié)目中出現(xiàn)健康信息的異化,即民族化的軟廣告。最后,從文化角度探討為何傳統(tǒng)醫(yī)學(xué)出現(xiàn)民族主義復(fù)興。其一是在全球化背景下,傳媒的身份意識受到?jīng)_擊,獨特的民族化表述可能被外來的強勢傳媒文化消解,因此需要依靠民族話語重塑媒介自我身份認(rèn)定。其二是自然主義對中醫(yī)及中醫(yī)保健節(jié)目中缺乏科學(xué)性且被刻意拔高的權(quán)威展開批判,認(rèn)為其學(xué)說更像是一種思辨和對自然界的想象,卻成為一種類似于宗教崇拜的信仰,成為中國人的文化基因。
[Abstract]:With the development of the economy and the improvement of the standard of living, the public has gradually raised the demand for health information. Taking advantage of this eastwind, the public has spread knowledge and skills of health care and health care in traditional Chinese medicine, and carried out health education for the whole people. Although the broadcast time is not prime time, it is one of the representative programs of Beijing Satellite TV in the family-oriented audience group, and has gradually formed the phenomenon of "health-preserving hall", which has aroused the attention of the academic circles. In this paper, from the perspective of health communication, this paper takes "Health-preserving Hall" as the research object. Firstly, it combs the content of the program from two aspects: the selected topic and the participant, and takes it as the background material of the follow-up research. Through the analysis of the background, type and form of the program, this paper summarizes the communication characteristics and emphasis of the program, and through the analysis of the guest identity and the live audience, summarizes the live setting of the program and the strategy of the star-like dissemination of the program. On this basis, with the help of discourse analysis, this paper analyzes how the program discourse is constructed by means of discourse analysis. On the basis of proving the theory of "talk of TV Health-preserving Program", this paper makes discourse analysis on the production process of the topic "Health-preserving Hall" from the micro-and macro-level. The micro-level mainly focuses on the language text, which refers to the discourse organization mechanism and rhetoric strategy of the program. The macro-level mainly refers to the social cognition, ideology construction and power function of the media discourse. This paper combines the above several aspects and emphatically analyzes the operation of discourse mythology and the concrete embodiment of the spread bias of the "Health-preserving Hall". Finally, aiming at the myth phenomenon of "Health-preserving Hall", this paper analyzes the reasons why the program shows the above-mentioned spread bias from three aspects: politics, economy and culture, which is not confined to the limits of healthy communication. The spread of the text of the TV health-preserving program and the symbol of traditional Chinese medicine is first influenced and manipulated by ideology: through the reconstruction of traditional Chinese medicine and collective memory, the common imagination of the society can be guided, so as to maintain political rule and ensure the stability of the society. Secondly, under the social context of consumerism, the program is endowed with the meaning of commodities to satisfy the over-health demands of the audience. At the same time, because of the commercial interests, the dissimilation of health information appears in the program, that is, the nationalization of soft advertising. Finally, this paper discusses why the nationalist revival of traditional medicine appears from the cultural point of view. One is that under the background of globalization, the identity consciousness of the media is impacted, and the unique nationalization may be dispelled by the foreign strong media culture, so it is necessary to rely on the national discourse to reshape the self-identity of the media. The second is that naturalism criticizes the lack of scientific and deliberately exalted authority in traditional Chinese medicine and its health programs, thinking that its theory is more like a kind of speculation and imagination of nature, but it becomes a belief similar to religious worship. To become the cultural gene of the Chinese people.
【學(xué)位授予單位】：四川外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G222
本文編號：2470856
[Abstract]:With the development of the economy and the improvement of the standard of living, the public has gradually raised the demand for health information. Taking advantage of this eastwind, the public has spread knowledge and skills of health care and health care in traditional Chinese medicine, and carried out health education for the whole people. Although the broadcast time is not prime time, it is one of the representative programs of Beijing Satellite TV in the family-oriented audience group, and has gradually formed the phenomenon of "health-preserving hall", which has aroused the attention of the academic circles. In this paper, from the perspective of health communication, this paper takes "Health-preserving Hall" as the research object. Firstly, it combs the content of the program from two aspects: the selected topic and the participant, and takes it as the background material of the follow-up research. Through the analysis of the background, type and form of the program, this paper summarizes the communication characteristics and emphasis of the program, and through the analysis of the guest identity and the live audience, summarizes the live setting of the program and the strategy of the star-like dissemination of the program. On this basis, with the help of discourse analysis, this paper analyzes how the program discourse is constructed by means of discourse analysis. On the basis of proving the theory of "talk of TV Health-preserving Program", this paper makes discourse analysis on the production process of the topic "Health-preserving Hall" from the micro-and macro-level. The micro-level mainly focuses on the language text, which refers to the discourse organization mechanism and rhetoric strategy of the program. The macro-level mainly refers to the social cognition, ideology construction and power function of the media discourse. This paper combines the above several aspects and emphatically analyzes the operation of discourse mythology and the concrete embodiment of the spread bias of the "Health-preserving Hall". Finally, aiming at the myth phenomenon of "Health-preserving Hall", this paper analyzes the reasons why the program shows the above-mentioned spread bias from three aspects: politics, economy and culture, which is not confined to the limits of healthy communication. The spread of the text of the TV health-preserving program and the symbol of traditional Chinese medicine is first influenced and manipulated by ideology: through the reconstruction of traditional Chinese medicine and collective memory, the common imagination of the society can be guided, so as to maintain political rule and ensure the stability of the society. Secondly, under the social context of consumerism, the program is endowed with the meaning of commodities to satisfy the over-health demands of the audience. At the same time, because of the commercial interests, the dissimilation of health information appears in the program, that is, the nationalization of soft advertising. Finally, this paper discusses why the nationalist revival of traditional medicine appears from the cultural point of view. One is that under the background of globalization, the identity consciousness of the media is impacted, and the unique nationalization may be dispelled by the foreign strong media culture, so it is necessary to rely on the national discourse to reshape the self-identity of the media. The second is that naturalism criticizes the lack of scientific and deliberately exalted authority in traditional Chinese medicine and its health programs, thinking that its theory is more like a kind of speculation and imagination of nature, but it becomes a belief similar to religious worship. To become the cultural gene of the Chinese people.
【學(xué)位授予單位】：四川外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G222
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相關(guān)博士學(xué)位論文 前1條
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，本文編號：2470856
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