本文關鍵詞：陜西衛(wèi)視影響力現(xiàn)狀研究　出處：《陜西科技大學》2017年碩士論文　論文類型：學位論文

  更多相關文章： 陜西衛(wèi)視 電視媒體影響力 影響力 影響力評估模型

【摘要】：媒介技術的變革和移動網絡終端的崛起,改變了媒體競爭的傳統(tǒng)格局,新的電視頻道不斷涌現(xiàn),各頻道之間的競爭空前激烈。面對受眾流失和收入大幅下降的雙重壓力,傳統(tǒng)媒體由于自身的媒介屬性和體制的限制,原有市場空間被打破,電視媒體的優(yōu)勢不足以恃。尤其是處于衛(wèi)視格局邊緣的二三線衛(wèi)視在央視和一線衛(wèi)視的雙重夾擊之下,影響力日漸甚微。但不可否認的是,省級衛(wèi)視作為上星頻道,作為一個省份對外宣傳的窗口和黨的喉舌,有不可替代的影響力和傳播價值。在這種新舊媒體相互融合的時代背景下,“收視率”、”覆蓋率”、“受眾忠誠度”等硬性、單一的分析指標已經無法完全反映現(xiàn)下媒體市場的實際情況。學界越來越多的研究者開始使用“影響力”這一綜合指標對電視媒體的發(fā)展情況進行評價。所謂電視媒體影響力,是由廣度(受眾規(guī)模)、深度(受眾接觸時間)、強度(傳媒可信度)、高度(主流人群比率)等因子組成的多層次、多功能的復合評價指標體系,是一個不斷變化的動態(tài)系統(tǒng)。媒體影響力于衛(wèi)視而言,是評價其發(fā)展現(xiàn)狀的基礎,提煉出其競爭力的客觀評價指標,也預示著一段時期內衛(wèi)視發(fā)展的趨勢和可能性。本文以傳播學和電視藝術學等相關理論為基礎,首先論述了媒體影響力、電視媒體影響力的相關概念及構成要素,重點探討了喻國明和鄭麗勇兩位學者對于電視媒體影響力的相關研究成果,為進一步探討提供了理論基礎和邏輯前提。其次,在前人研究的基礎上嘗試性提出并設計了適用于省級衛(wèi)視的影響力評估模型。再次,綜合運用多種分析方法,對陜西衛(wèi)視影響力現(xiàn)狀進行定性和定量研究。通過調查問卷的方式對所設計評估模型的準確度進行檢驗,并利用專業(yè)統(tǒng)計軟件對收集到的數(shù)據(jù)進行分析和詳細的評估,從而得出陜西衛(wèi)視的影響力數(shù)值,以證明陜西衛(wèi)視是否具有一定的影響力,且在不同的維度,影響力是否存在不同。針對得出的較為客觀的結論,剖析當前媒介環(huán)境下傳統(tǒng)媒體,特別是弱勢省級衛(wèi)視影響力的現(xiàn)狀及不足。最后,從媒體公信力、內容品牌、區(qū)域一體化三個層面,探討了傳統(tǒng)弱勢省級衛(wèi)視影響力的提升路徑,以實現(xiàn)自身的品牌價值提供可行性策略。
[Abstract]:The transformation of media technology and the rise of mobile Internet terminals have changed the traditional pattern of media competition. New TV channels are constantly emerging, and competition among all channels is fierce. Facing the double pressure of audience and income fell sharply, the traditional media because of its media properties and the limit of the system, the market space is broken, the advantage of the television media to rely on. In particular, the two or three line satellite TV, which is on the edge of the pattern of satellite TV, has a little influence under the double attack of CCTV and frontline satellite TV. But it is undeniable that the provincial satellite TV as a star channel, as a province's external propaganda window and Party's mouthpiece, has irreplaceable influence and dissemination value. Under the background of the integration of new and old media, rigid and single analysis indicators such as "ratings", "coverage rate" and "audience loyalty" can no longer fully reflect the actual situation of the current media market. More and more researchers in the academic world have begun to use the comprehensive index of "influence" to evaluate the development of television media. The influence of TV media is a multi-level, multi-functional composite evaluation index system composed of factors such as breadth (audience size), depth (audience contact time), intensity (media credibility), height (mainstream population ratio) and so on. It is a changing dynamic system. The influence of media on satellite TV is the basis for evaluating its development status. It extracts the objective evaluation index of its competitiveness, and also indicates the trend and possibility of the development of satellite TV in a certain period. In this paper, communication and Television Arts and other related theories, firstly discusses the related concepts of media influence, TV media influence and the constituent elements, discusses the related research achievements of Yu Guoming and Zheng Liyong two scholars for TV media influence, provide a theoretical basis and logical premise for further study. Secondly, on the basis of previous research, it attempts to put forward and design the impact assessment model for provincial satellite TV. Thirdly, a variety of analytical methods are used to make qualitative and quantitative research on the status of Shaanxi TV's influence. Through the questionnaire on the accuracy of the design and evaluation of the test model and the collected data using statistical software for analysis and detailed assessment of the influence of value to arrive at the Shaanxi satellite TV, Shaanxi satellite TV to prove whether it has a certain influence, and in different dimensions, whether there is different influence. In view of the more objective conclusions, the current situation and shortcomings of the traditional media, especially the weak provincial TV, are analyzed. Finally, from the three levels of media credibility, content brand and regional integration, this paper discusses the way to enhance the influence of traditional disadvantaged provincial satellite TV, so as to provide a feasible strategy to achieve its brand value.
【學位授予單位】：陜西科技大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G229.24

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