互联网时代我国明星户外真人秀节目创新研究

【作者】 杨帆；

【导师】 李名亮；

【作者基本信息】 上海师范大学 ， 新闻学， 2017， 硕士

【摘要】 互联网时代产生新的思考模式和生产方式,这些都不断冲击电视等传统媒体。在此背景下,电视真人秀节目也在寻找自己的发展之路,并呈现出一些新的特点。2012年明星户外真人秀节目在众多节目中脱颖而出。相比新兴媒体的传播讯息速度快、与受众互动性更强的优势,传统的电视媒体在节目制作和营销方面面临诸多困境,暴露出节目同质化现象严重、营销能力不足等问题。在互联网思维盛行的今天,明星户外真人秀节目要想在夹缝中求得生机和发展,必须转换内容生产思路和经营方式。本文针对明星户外真人秀节目在网络时代暴露出的种种问题,以明星户外真人秀节目《奔跑吧,兄弟》为个例研究,探寻我国明星户外真人秀节目的发展之路。《奔跑吧,兄弟》从一开播就备受关注,收视率一路飙升,在众多真人秀节目中脱颖而出。该节目到现在已开播四季,一直火爆荧屏,是国外引进明星户外真人秀节目创造出最好口碑的节目。这不仅体现在节目收视率的居高不下,而且也体现在节目内容和节目营销的创新与发展。本文从互联网时代背景下出发,以互联网思维理论为基础重新思考传统电视节目的创新模式,对互联网时代下真人秀节目的创新与推广具有借鉴意义。本文在互联网的大背景下,基于对明星户外真人秀节目的探讨,从内容、制作和营销方面进行研究,并提出可行性建议。其中内容方面主要从节目的形式、定位与特点几个角度入手,归纳出明星户外真人秀节目故事化剧情、真实还原明星以及游戏环节新创意的特征;制作方面从剪辑和字幕两个角度进行分析,挖掘节目制作方面的深层价值;最后在营销方面,本文以当下较为火热的互联网思维作为指导,从节目的价格、渠道、平台和产业价值链的延伸几个部分,提出了多屏互动、话题营销等节目营销新形式。本文以《奔跑吧,兄弟》中的节目创新为例,寻找我国明星户外真人秀节目发展新路径,努力打造新旧媒体融合新渠道,实现明星户外真人秀节目的社会价值和商业价值。更多还原

【Abstract】 The age of the Internet,and on the basis of the new thinking mode and mode of production,which continue to impact the traditional media such as television,under this background,reality TV shows are looking for their own development,and presents some new features.The 2012 star outdoor show in many people’s talent shows itself in the program.But compared with the new media communication speed.Interaction with the audience more advantages,the traditional TV media is facing many difficulties in program production and marketing programs,exposed serious problems like homogenization,marketing ability is not enough,Today,in the prevailing Internet idea time,outdoor Reality Show Star Festival Purpose to obtain vitality in the cracks and development must be exposed conversion content production ideas and management methods of the star outdoor reality show in the era of network problems,The paper will explore the development of outdoor reality show,setting the show Running Man as an example,mainly because of its attention since first.espode,Now it has based from seasons,the ratings has been raising up,standing out among so many shows.It has always been a hit on the screen,a good program which has the best reputation among programs imported from abroad..This does not reflect the high rating,but also the irritive and developing contents and marketing methods comparing with other programs.This paper from the background of the Internet era,the Internet thinking theory to rethink the innovation mode of traditional TV programs,the Internet innovation and the promotion of the reality show the generation of reference.This paper,under the background of Internet,basing on the discussion over outdoor reality show states from the aspects as contents,producing and marketing.The content mainly from the show in the form of several angle positioning and characteristics summed up the star outdoor reality show possesing the story plot,the features of real game stars and reduction of new ideas.From editing and suntitle two aspects,this paper will make the analysis of the creative production deep mining the value at the aspects of program producing.Finally,in the aspect of marketing innovation,taking the the Internet thinking as a guide,from the program price,extension platform and industrial value chain and such extended aspects,this paper will propose new marketing methods like multi-screen reaction and topic selling committing at taking in the innovation marketing method from program ’,Running Man making efforts to build a new channel for the compounding of new media andtraditional media,in order to obtain new survival and development space in the fierce competition in the market.更多还原