湖南教育电视台受众定位研究

【作者】 胡敏；

【导师】 刘泽民；

【作者基本信息】 中南大学 ， 文艺学， 2007， 硕士

【摘要】 在传播学领域中，对于受众的研究大致经历了三个阶段。从早期的“魔弹论”到中期的“有限效果论"再到后期的“适度效果论”，受众的地位也经历了从“传者中心论”到“受众中心论”再到“互为中心论”的演化。受众地位不断提高，受众研究日趋全面。受众研究硕果累累，但也不乏盲区，只有将学习他人先进理论及经验和我国的受众实际情况有机地结合起来，才能更好地推动我们的受众研究和实践的进一步深入发展和完善。湖南教育电视台的成立、存在以及发展和壮大，不仅理所当然，而且势在必行。但是，随着媒体竞争的加剧，湖南教育电视台的生存环境反而相对日益艰难。而谋求准确的受众定位，则是湖南教育电视台走出生存困境的关键。目前，湖南教育电视台受众定位的缺陷主要表现为频道整体形象模糊、自办节目缺乏特色和观赏性、引进节目缺乏生发意识、节目编排不甚合理等等。如何进行合理的受众定位，提高湖南教育电视台的传播效果，本文通过梳理几种典型的受众理论，再结合湖南教育电视台受众定位的缺陷，比照《百家讲坛》受众定位的成功案例，建议湖南教育电视台在受众定位模式的建构上，拓宽视野，定位大教育；集中精力，打造精品教育栏目；重视受众，增强教育栏目的观赏性和通俗性；不断创新，凸显频道特色；创新优化管理运行机制。湖南教育电视台受众定位研究是一次创新的尝试，也具有很强的现实指导意义，希望通过这项研究推动教育电视事业的发展和社会的全面进步。本文采取的研究方法有比较法、个案研究法、文献调研法和综合分析法等。更多还原

【Abstract】 In the field of communications, the study for the audience has gone throughthree stages. From the "magic bullet theory" to the medium-term "limited effect"and then later "moderate effect," The audience’s position has undergone a"person-centered" to the "audience Center" and then "each other on the center"of evolution. Audience status has been raised, audience research is increasinglycomprehensive. Although audience research has made a lot of achievements, italso has many blind spots. In order to better promote our audience research andthe practice of further development and perfection, we should not only learnfrom others’ advanced theories and experience, but also put them and actualaudience situation in our country into an organic whole.Hunan Education TV Station (HNETV) has consistently ignored theaudience’s tastes and needs. So it has the problem of inadequate in overallchannel image positioning, columns, content and form setup, programscheduling and management mechanisms, and other aspects of audiences’position. With these reasons, HNETV is in long-term disadvantage in the fiercemedia competition. How can we make reasonable audiences’ position? On onehand, we can make the advanced audience research theory and HNETVaudience’s feather in an organic combination. On the other hand, we can learnfrom the "100 forum" in the audience’s successful experience. At last, it providesvaluable references to the HNETV and other similar TVs so as to promote a fineenvironment for ETV station’s further development.更多还原