【作者】 李琦；

【导师】 周星；

【作者基本信息】 华东师范大学 ， 文学与传媒， 2012， 博士

【摘要】 儿童与媒介的关系一直以来就是一个有着多种言说可能并彰显现实关怀的话题。当代儿童比以往任何一代都更充分地享用了媒介资源,其成长也更多的受到报刊、电视、网络以及各种新媒介的影响。在新媒介层出不穷、新旧媒介共生共存的今天,与其苛责媒介力量所导致“童年的消逝”倒不如从媒介自身出发,找寻协调媒介与儿童发展关系的途径。论文正是以一种积极的视角来研究儿童电视节目作为专门的儿童媒介内容产品如何在新的传媒生态环境下最大限度的发挥其正面作用。因此论文定位于实现一个问题式的理论架构,在作者能力所及的范围内进行一些探讨。文章以传播学的理论构架以及艺术学、儿童教育学、心理学等多学科交叉的研究视野,紧扣我国儿童电视节目传播现状,深入儿童受众和创作一线搜集大量一手资料,通过大量实证研究和典型案例分析,较为系统的研究了当前多元媒介环境下我国儿童电视节目的定位和包括传播者、受众、内容与渠道在内的传播要素,并在此基础上提出了传播效果最优化目标下的传播各要素之间实现良性互动的策略。本文首先对当前多元媒介环境做了深入分析。传播技术的发展带来了媒介的演进,更赋予社会文化新的特征。当前我国儿童成长发展的多元媒介环境呈现出以电视为核心的“三足鼎立”(书籍、电视和网络)之势,媒介因素已经成为影响儿童发展的重要环境因素。媒介化的社会特征的凸显与作为受众的儿童成长环境的巨变都将成为影响儿童电视节目发展的重要外部因素。同时作为一种媒介内容产品的儿童电视节目,身处新的媒介竞争态势中,其自身发展也需要应环境而做不断的调整。这是本文立论的一个基础。在复杂媒介环境中充分发挥儿童电视节目的正面作用,实现传播效果的最优化,首先要对其定位进行科学准确的分析。应对新的媒介环境,本文提出了儿童电视节目应当承担儿童成长道路的引领者、儿童媒介素养的启蒙者和优化儿童媒介环境的主导者的文化责任,并扮演好现实角色的功能定位；在进一步科学细分受众基础上纳入家庭收视群体的受众定位；兼顾娱乐与教育的内容定位；坚守公益目的与提高市场竞争力的属性定位。在对于儿童电视节目的传者与受者的辩证分析中,本文提出了传受双方的良性互动是儿童电视节目传播成败的关键,而坚持“以儿童为本”的理念则是传受双方沟通互动的基础和归宿。由生活、游戏和学习相融相生的童年生活造就了儿童世界的特殊性,并由此萌生了儿童独特的视听心理和需求。儿童电视节目的传播者必须逾越与其儿童心理之间存在的巨大鸿沟,深入儿童世界,才能够创作出符合既儿童欣赏需求、审美特征又真正有益于儿童的内容产品。因此,吸收具有儿童教育学、心理学学科背景的专家,探索科学化的节目策划,使传播者逐渐走上专业化的道路是解决当下我国儿童电视节目创作与传播中诸多瓶颈问题并真正实现传受双方的积极互动的必由之路。在对儿童电视节目的内容生产的分析中,本文通过对我国目前儿童电视节目内容中存在的现实问题的列举和对问题症结的剖析,提出了“回归童年”的儿童电视节目内容创作本质,并结合大量创作实践对尊重自然、重视游戏和创新互动做了详尽的阐述。同时,从儿童电视节目所面临新的媒介生态竞争出发,本文还提出了提高儿童电视节目的内容竞争力的几点建议：做有重复性消费价值的内容；变电视节目为视听节目的理念；完善儿童电视节目的评价体系；品牌效应下的内容提升；以内容创新促进产业链的形成。在对儿童电视节目的传播渠道的分析中,本文通过对目前儿童电视节目传播过程中出现的新现象的考察和总结,提出了建立以专业化少儿电视频道为核心、辐射网络、出版物等多种媒体的立体化传播渠道。本论文的创新点主要集中在以下方面：1、在系统全面的量化质化调查的基础上,对我国儿童媒介接触状况、喜好和收视期待等有了较为明晰的认识和把握。突破了以往较多研究中仅仅从儿童心理学角度来分析媒介和媒介内容对儿童的影响,开拓了从儿童认知、审美期待和收视需求来研究儿童电视节目的视角。如果说之前更多相关课题的研究是从批判的角度来进行,本研究则采用了一种反方向的建构视角。2、对新媒介环境下本土化儿童电视的发展做出了理性和系统的思考。突破了以往将儿童电视节目单纯作为一种电视节目而研究其创作传播流程的做法,而是将其置于当前多元媒介环境中,在分析媒介环境变化的前提下,研究如何提高儿童电视节目的传播效果,满足儿童受众的审美期待和最大限度的发挥其对儿童的正面影响。3、提出了儿童电视节目应该回归童年的观点。在儿童电视节目内容创作中提出“自然”、“游戏”和“交互”三个与童年本质相联系的关键词。改变了以往儿童电视节目研究中割裂受众研究和创作研究的惯性,而切实挖掘出儿童受众的独特性与儿童电视节目的特殊性的密切联系。4、提出了多元媒介环境下儿童电视节目实现可持续发展的传播策略。结合对国内外优秀儿童电视节目个案的分析,从内容生产的创新、传播渠道的拓展等方面提出了我国儿童电视节目增强竞争力的具体策略。更多还原

【Abstract】 The relationship between children and the media has always been a topic that may have a variety of explanations and demonstrate the concern for reality. The contemporary children are more fully enjoying the media resources than any previous generations, and their growth are also more deeply influenced by newspapers, televisions, networks as well as different kinds of new media. With the endless stream of new media and the coexistence of the old and the new media, it would be better for the media itself to find ways to coordinate the relationship between the media and the development of children, rather than blame the "passing of childhood" caused by the media force. The thesis is to study at a positive angle how children’s television, as a specialized product of medium can maximize its positive role in the ecological environment for media. Therefore this thesis is orientated to achieve a problem theoretical framework and do some discussion within the author’s range of ability. The thesis, with the theoretical framework of communication and in a multidisciplinary research field of Art, Children Education and Psychology and other subjects, systematically researches into the orientation of the Chinese children’s TV programs and the communication elements including disseminators, audience, content and channel under the present multi-media environment by keeping track of the present situation of children’s TV programs’spread in our country, by collecting a large number of first-hand resources from the children audience and the creation front-line, and then through quantities of empirical research and typical case analysis, on the basis of which the author puts forward the strategy of positive interaction between the various transmission elements under the goal of optimization of communication effects.This paper first makes a thorough and profound analysis of the current multi-media environment. The development of communication has brought the evolution of the media, and also given new features to the social culture. At present, the multi-media environment of children growth and development in China has rendered out the "three pillars"(books, TV and internet) with the television as the core, media have become important environmental factors influencing children’s development. The embodiment of the social characteristics of the media and the tremendous environmental changes of the development of children as the audience will become important external factors affecting the development of children’s television. At the same time, in the new situation of media competitions, the development of children’s television programs, as medium content products, also needs continuous adjustments for the environment on its own. It is a foundation of this thesis.In the complex media environment, to give full play to the positive role of children’s TV programs and to achieve optimal communication effects, we must first analyze its orientation scientifically and accurately. To deal with the new media environment, this paper presents that the children’s television programs shall take on the cultural responsibility as the leader in the children’s development, the enlightenment of children’s media attainments and the dominator of the optimization of children’s media environment, and play a good realistic role in the functional targeting; the audience targeting to include the family based on further scientific breakdown of the audience; the content targeting to take both entertainment and education into account; the property targeting to adhere to the public purposes and improve the market competitiveness.In the dialectical analysis of the disseminators and recipients of the children’s television programs, this paper puts forward that the benign interaction between the two sides is the key to the success of the children’s television programs’transmitting, and to adhere to the concept of "child-centered" is the foundation and destination for the interaction of the two sides. The childhood integrated of life, games and learning makes the world of children special, and also initiates children’s unique audio-visual psychology and requirements. The disseminators of the children’s television programs must overcome the huge psychological gap existing between them, and go deeply into the children’s world, and only in this way can they create the content products that not only satisfy the children’s demand of appreciation and accord with their aesthetic characteristics but also are truly beneficial for children. Therefore, to absorb experts with the academic background of children’s education and psychology, to explore the scientific program planning and to make the disseminators embark on a professional way gradually is the only way to solve the many bottleneck problems in the creation and dissemination of the current children’s television programs in China and to truly realize the positive interaction of the disseminators and recipients.In the analysis of children’s television content production, this paper cites the practical problems in the contents of current children’s television programs in China and analyzes the crux of the problems, and then put forward "return to childhood" as the creative essence of the children’s television program contents, and also elaborates in respect for nature, emphasis on games and interaction of innovation with a lot of creative practice. Meanwhile, as the children’s television programs faced with new competition of media ecology, this paper also proposes several suggestions to improve the competitiveness of the contents of children’s television programs:to make contents with repetitive consumption value; to change the concept of television programs to that of audio-visual programs; to improve the evaluation system of children’s television; to enhance the contents under the effect of brand; to promote the formation the Industry Chain with the content innovation.In the analysis of children’s television channels of communication, this paper proposes the establishment of media communication channels with the specialized children’s television channels as the core including network, publications and other media, through the investigation and summary of the new phenomena in the transmission process of the current children’s television programs.The innovation of this paper mainly focuses on the following aspects:1. To have made a relative clear understanding and grasp of the situation, preferences and viewing expectations of children media contact in China based on the systematic and comprehensive quantitative and qualitative investigation. To have broken through the previous researches analyzing the effects of media and media content on children only from the perspective of children psychology, and to have extended the visual field of studying children’s television programs from the aspect of children’s cognition, aesthetic expectations and viewing needs. If many relevant researches have been done before in a critical way, this paper constructs the perspective in an opposite direction.2. To have made a rational and systematic thinking on the development of the indigenized children’s televisions in the new media environment. To have broken through the practice of viewing the children’s television programs purely as a kind of television programs to study its creation of communication process, but in the current multi-media environment, under the premise of the analyzing the media environment changes, to study how to improve the effects of children’s television programs dissemination, to meet the aesthetic expectations of children and maximize their positive impact on children.3. To have presented the point of view of that children’s television programs should return to childhood. To have put forward the three keywords "nature","games","interaction" in relation to the nature of childhood in the content creation of the children’s television programs. To have changed the inertia of separating the study of audience and creation in the previous study of children’s television programs, and to effectively excavate the close relationship between the uniqueness of the children audience and the particularity of the children’s television programs.4. To have put forward for children’s television programs the communication strategies to achieve sustainable development in the multi-media environment. Combined with case analyses of the domestic and foreign outstanding children’s television programs, to have put forward the specific strategies to enhance the competitiveness of China’s children’s television programs in terms of the innovation of content production, expansion of communication channels and other aspects.更多还原