论文标题:文化类电视节目策划的策略研究
论文作者
论文导师 梁晓江,论文学位 硕士,论文专业 广播电视艺术学
论文单位 山东师范大学,点击次数 549,论文页数 66页File Size1421K
2008-04-10论文网 http://www.lw23.com/lunwen_17295732/
culture;; cultural TV programmes;; plan;; planing strategy
文化,作为人类创造的所有物质财富与精神财富的总和,对世界、国家、民族及个人,都拥有绝对不可缺失的地位。而在电视领域承担着文化宣传教育功能的文化类电视节目,不仅数量增长迅速,而且在发展中形成了越来越明显的主体特征。文化类电视节目在发挥舆论引导和舆论监督,提供包含人文关怀的信息服务,提高全民族科学文化水平,陶冶人们的文化情操,提供感官娱乐和审美体验上等方面有着不可忽视的影响。 但是目前文化类电视节目,作为电视节目类型的一种,在电视产业和大众生活中扮演着一个权重而又尴尬的角色。从内部环境看,随着改革开放和市场经济发展,中国电视作为受众最多的大众传媒,进行了体制改革,自负盈亏,电视台及节目之间的竞争日趋白热化。从外部环境看,全国报业进行经营管理体制改革,运营机制发生了巨大变化,并产生了良好的效果;互联网悄然而起,其速度远远超过电视的发展速度;随着我国加入WTO,西方DISCOVERY、国家地理频道、美国国家历史频道等成功登陆中国,电视需要接受报纸、杂志、网络、广播、外国电视等媒介共同竞争。从电视节目看,在收视率这根指挥棒的指导下,受多数观众欢迎的娱乐类节目成为强势节目,具有探索精神和思想品质的文化类电视节目面临危境。另外,文化类电视节目自身也存在重要问题:“高价入场券”的限制,文化类电视节目的目标受众是有一定层次知识储备的人群,这就使较低文化层次的观众受到限制,而现代社会紧张的生活节奏和多种文化休闲方式削弱了有知识储备人群观看的精力和意愿;没有把握好文化的角度,把文化当作知识,內容和视角都太单一；技术上电视手段发挥得不好；节目本身配置不好,管理混乱,很多节目都做得缺乏系统性;文化类电视节目播出时段也非常尴尬;制作资金短缺;节目的创作人员的激情减退。收视越惨淡、资金越缺乏,节目的质量也就越不容易提高,这样就形成恶性循环。因此,要想实现文化类电视节目的突围,创作出优秀的文化类电视节目,必须对文化类电视节目进行有效的策划。 本文以文化类电视节目为根本着眼点,从文化类电视节目面临的问题出发,探寻文化类电视节目的策划策略。文章首先对文化类电视节目进行界定、探讨文化类电视节目分类、审美特征、功能,将文化类电视节目与其它类型的电视节目区分开来;通过分析文化类电视节目的发展历史、现状,特别是现存问题,发展文化类电视节目的必要性,指出文化类电视节目策划的重要。最后针对文化类电视节目的现状和问题,提出文化类电视节目的策划策略,以期在电视节目的制作上以推动文化类电视节目的发展,为创建品牌节目提供参考。
As the total of material wealth and spiritual wealth that human have created,culture,whether in the world, national, ethnic or individuals,has a status that could not be shaken.The cultural television programmes which has a function of education and publicity in the cultural field, it grows not only in quantity but also has a main feature in this process.The cultural television programmes has great influences in the field of media guide,human care, information service. Also it plays an important role in molding people"s cultural values, providing sensory entertainment and aesthetic experience. However, as a type of television programmes, cultural television programmes, doesn"t have an appropriate position in the TV industry and the public life .From a policy perspective, with the reform and opening up and the development of the market economy, TV becomes a media that has great Audience, it has reformed in the system field.And the competition among programmes has become more and more fierce.From the external environment perspective , the National Newspaper operating management systemize undergone enormous changes,the Internet has raised quietly in a rapid speed. With China"s accession to the WTO. Western DISCOVERY, the National Geographic Channel, History Channel, and so the United States successfully landed China, television needs to face newspapers, magazines, Internet, radio, foreign television and other media "s competition.From television perspective, under the guidance of the audience ratio , the entertainment programs are becoming more and more popular , but cultural programs with the spirit of exploration and ideological quality are facing great dangers. In addition, there are also important questions in the cultural television programmes itself : "high-priced tickets,"means they exist for the audience who have a certain level of knowledge,so the audience who have low cultural level are excluded. Modern social tensions pace of life and a variety of cultural leisure activity weakened the energy and will that the crowd who have a good grasp of culture to watch the programmes.As the cultural knowledge, content and perspectives are too single; technical means are not so good ,these factors make the cultural programs have done the lack of systemic.The cultural programmes" broadcasting time is also very embarrassing at the same time.With a shortage of producing funds and creators dismissing , the programmes have a dismal ratings,which leads to the lack of funds, and as a result the quality of programming is not easy to raise more.Therefore, to achieve a breakout and to create a category of outstanding cultural television programmes, effective planning is becoming more and more important . First,the paper explores the planning strategy of cultural television programmes in order to solve the problems existing . Sechond,the article defined category of cultural television programmes and then it describes the development of historical, aesthetic characteristics. Third ,it separates cultural TV programs from other types of TV programs .Through analyzing the cultural function of television programmes, the necessary to develop this kind of programmes and the problems it faced to introduce the importance of the television programmes planning.And as a final result , this article gives the strategy to plan the programmes to promote the cultural development of television programs and to create brand columns provided.
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