【作者】 徐燕；

【导师】 汤书昆；

【作者基本信息】 中国科学技术大学 ， 传播学， 2011， 硕士

【摘要】 张悟本事件可谓2010年中国社会生活中的一道特别的风景,不但反映出今日我国养生界的乱象,它还像一个三棱镜,折射出当今社会的方方面面。如何解读张悟本,是社会各界应当认真面对的一件大事,对于传播学界来说,尤其如此。但是张悟本事件涉及到的方面很多,可供解读的角度很多,似乎从很多角度都能言之成理,导致了传播学者们的研究仅仅满足于表面的分析却缺乏深入的角度。在传播学的研究方法中,文本分析是一种定性分析,强调通过对文本本身的文字、符号、语境等来解析、鉴别并作归类整理,于此基础之上挖掘文本的间接的、潜在的动机和效果,并且对事实资料做出评述性说明。也就是说,有别于以往只看到媒体责任或者法制漏洞的传统视角,本文试图利用文本分析的理论与方法,深入挖掘传播文本文字内部潜藏的信息。本文对张悟本不同时期在《百科全说》节目中的讲课内容进行纵向分析,找出张悟本“火”的原因;再通过对张悟本《把吃出来的病吃回去》一书进行文本分析,得出了张悟本“造假”的依据;然后,对比《健康之路》节目中医专家樊正伦教授讲座的文本分析结果,让观众有能力看穿张悟本之流华丽言语表面下的荒谬,为观众选择科学的健康养生信息提供了评判的依据。张悟本事件为我国的传播者,尤其是电视业者敲响了警钟,对比文本分析得到的结论,我们不难发现这样一个事实:我国现阶段媒体责任和公众健康素养之低已经到了一个危险的程度。本文最后给出了如何改善现状的对策。更多还原

【Abstract】 Zhang Wuben Case can be considered a particular landscape in 2010 in Chinese society, reflecting not only the chaos of health sector, but also all aspects of the current society like a prism. How to interpret the Zhang Case is a major event the whole community should take seriously, the communication studies groups in particular. However, the Zhang Wuben Case involved to many aspects, offering different perspectives of interpretation, each seems can be justified on the surface, resulting in the lack of in-depth analysis.Text analysis is a qualitative analysis. Communication research methods emphasize the text through the text itself, symbols, context and so on to analyze, identify, classify and organize. Then based on the text studies to dig the indirect potential motivation and effects, researchers can put forward comments on the factual information. In other words, unlike the traditional perspectives which focused on the media’s responsibility or legal loopholes, the current paper attempts to use theories and methods of text analysis to reveal the deep hidden information within the text.The paper conducts a longitudinal analysis into the lectures Zhang gave in the“Encyclopedia Says Shows”to identify the popularity causes of Zhang. Then the text analysis into Zhang’s famous book To Eat Back The Eating Disease offered the basis. The final text analysis comparative with Fan Zhenglun’s lecture, a famous doctor of traditional Chinese medicine in“Healthy Way”Program, providing the viewers with the chance to see through Zhang’s absurdity under the surface of the flow magnificent speech, and the evaluation factors to choose scientific health information as well.Zhang Wuben Case sounded the alarm for the communication researchers of our country, especially the experts of television industry. Further perception into the conclusion of the text analysis, the fact is obvious that the present media responsibility and health literacy of the public has reached a dangerous low level. The last part of the paper offered countermeasures and advices on how to improve the current condition.更多还原