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1、华中科技大学硕士学位论文电视节目形态的市场效应与调节姓名：朱鹏虹申请学位级别：硕士专业：传播学指导教师：舒咏平20060501I摘摘 要要从电视诞生的那天起，这种载具就承载着传播信息的功能。电视作为传统媒介中最大众化的媒介工具，其传播的及时性，广泛性，互动性，丰富性使之成为研究最多的传播媒体，而电视节目作为电视载具的主要结构和支撑点，又有着十分重要的传播功能。电视节目从最初的新闻类，纪录片等形态发展到今天诸如谈话类，益智类，娱乐类等各具特色的节目形态，其产生和嬗变的原因和过程是多方面的。第一，随着传播科技的发展，越来越多的传播手段为电视节目形态的建立提供了必要的技术支持。第二，随着社会主流意识
2、和受众群意识形态的转变，电视的大众化和分众化开始成为电视节目形态转变的依据。第三，现代媒介环境开始趋于白热化，尤其是当代网络成为传统三大媒体之后又一具有竞争性的媒体，电视媒体的构架电视节目受到了相当程度的挑战，在这种压力的推动下，电视节目形态开始了多样化的发展。如何使这些电视形态在发展中整合优势资源，保持原有的受众市场，提高收视率，对于电视节目形态的创造和调节是一个巨大的挑战。当今电视节目形态，就我国而言，曾出现过新闻类，谈话类，娱乐类，益智类，记录片，服务类等六大类，同时，在不同的节目形态中间还存在完全不同或相似的的节目样式。而国外的电视节目形态，依据不同专业频道的分工也呈现多样化的特征。相
3、比较而言，国外的电视节目形态更丰富一些，制作更专业一些。我国现有电视节目中如央视幸运 52 开心词典等正是通过引进国外节目形态，进行本土化包装后制作出来的。无论什么样的节目形态，其出现和发展都要符合受众的需求心理，电视节目才有被消费的市场。从媒介信息消费的角度来看，媒介信息的消费同人们对物质消费在行为方式上存在相似点都是在经过心理需要和决定之后以产品购买方式进行的。但是，媒介信息的消费又不同于物质消费。媒介信息消费的过程包括媒介信息需求，信息获取占有，信息吸收处理和信息创造四个基本阶段。对于电II视节目形态而言，每个节目形态所提供的信息都具有个性化的编码，受众对其的选择过程和解码过程形成了电视
4、节目形态的消费市场。当每个电视节目形态的市场效应没有使受众得到足够的认知和满足时，就需要进行必要的调节。本文运用电视传播学和媒介心理学的分析方法，结合具体的案例对我国电视节目形态进行梳理和分析，以期通过分析从传播学和心理学的视域中为电视节目形态找到新的发展空间和落脚点，推动电视节目的策划。以电视传播和媒介心理学作为分析工具是符合电视节目形态发展规律的，电视节目的策划人正是通过利用节目中不同的传播符号和对受众消费需求心理和消费行为的分析，完成对节目形态的建构，巩固电视节目的消费市场。而受众对这种建构的意义并不是完全按照原有的意义进行解读的，而是带有个体解码的因素，同时，这种个体解码又带有群体意识
5、。因此，电视节目从原有的“灌输性”“单向性”“中心性”的传播途径中解脱出来，逐渐完成了“互动性”“双向性”“散射型”的传播途径。这种对受众媒介消费心理和行为把握逐以及对市场效应反馈的把握渐丰富了电视节目的形态，同时，受众媒体消费心理和行为以及媒介市场效应的分析研究也成为电视节目形态发展和节目策划的主要参照系。关键词关键词：电视节目形态 受众 需求与消费 市场效应与调节IIIAbstractFrom the television was born, such media vehicle has the function of disseminatinginformation. As the mo
6、st popular one among traditional media tools, the timelydissemination of TV, its wide scope of dissemination, interactive nature and richnesshave made TV the center of all researches on different media. At the same time TVprograms as the major architecture of TV and an important function are in thed
7、isseminating process.Television programs from the initial news category, documentaries, such as patternsto todays category, educational categories, different types of entertainment programspatterns, the emergence and evolution causes and the process are multifaceted. First, withthe dissemination of
8、technology, an increasing number of media, television patternsestablished with the necessary technical support. Second, with the mainstream of societyawareness and audience ideological transformation of the popular TV, televisionprograms changed on the basis of patterns. Third, the beginning of the
9、modern mediaenvironment tends to become white-hot, especially contemporary media has beenconsiderable challenged in the promotion of such pressure, and television programsbegan diversification patterns of development after networks become another competitivemedia. How to integrate the development of
10、 resources, to maintain the original audiencemarket and raise ratings for TV programs and patterns regulation are huge challenges.The television patterns have been news categories, such talk, entertainment category,educational category, documentaries, and in the six major categories ,there are diffe
11、rentor similar programs formats . Foreign television patterns, based on the division ofdifferent professional channels varied characteristics. Comparatively , foreign televisionprograms enrich patterns, some of the production are more professional. Our televisionprograms such as CCTV ,are the locali
12、zation ofproduction.But no matter what kind of programs patterns, the emergence and development mustmeet the needs of audiences .And the television consumption patterns will be the market.There are similarities in the psychological needs and the decision to purchase productsIVmanner. Media process i
13、ncluding media information consumption information needs,information access possession, information absorb and information processing .Fortelevision patterns, the patterns of the information provided in each program arepersonalized codes, the selection process and their audiences decryption influenc
14、e andprocess patterns of the consumer market. When each television patterns market effects ofthe audience was not sufficient to meet the cognitive, they need adjustments.The aim of using television , media psychology and the analysis methods, inconjunction with specific cases to my television screen
15、 and analyze patterns is to findnew space for development and ultimate goal, and promote television programs planningwith a view to the adoption of analysis from the dissemination of science and psychologyas original patterns for the television. The media in the dissemination of psychology as ananal
16、ytical tool is the development of patterns of television programs, television programsare planed through the use of different symbols ,dissemination of audience psychologyand consumer demand analysis, the completion of the building programs patterns,consolidation of television programs consumer market. And the audience on thesignificance of this building is not fully in accordance with the original meaning forinterpretation, but declassified individual factors, and this is a colle
