从《有报天天读》和《马斌读报》看香港与内地电视读报节目的异同.pdfVIP

论 文 摘 要 香港凤凰卫视的《有报天天读》和中央电视台的《马斌读报》分别是香港和 内地最具代表性的电视读报节目。从传播学的角度看，二者在传播者、受者、传 播媒介、传播内容和传播效果五个方面均存在着一定的共性和差异。其共性主要 体现在理念层面，如读评结合的读报模式。其差异集中于技术层面，如编播策略 的差别。两地电视读报节目的共同繁荣来自于社会和电视媒体的自身发展。其差 异来自于两地不同的文化背景和媒介管理体制。从根本上说，二者对电视读报节 目传播规律的认识存在着内在的一致性，但在对电视读报节目传播规律的具体运 用上存在着明显差异。尽管二者在传播规律的实践上使用的方法有所不同，但都 取得了良好的传播效果。可见，把握传播规律是电视读报节目取胜的关键。本文 据此提出两点建议，即注重构建媒体品牌以及立足本土开展差异竞争。 关键词：共性 差异 传播规律 媒体品牌 差异竞争 ABSTRACT Read newspapers every day in Phoenix Television and Ma Bin read newspapers in China Central Television are the most representative newspaper-reading-program on TV in Hong Kong and the Mainland. From the communication point of view, both are some samenesses and differences in the disseminator, audience, the media, content and effect in five areas. There are some samenesses at the conceptual level, such as the combination of reading and Comments model. Their differences focus on the technical level, such as the diversity in strategies for Editor and Broadcast. The common prosperity of newspaper-reading-program on TV in Hong Kong and the Mainland roots in the development of the society and the television media. The differences come from two different cultural backgrounds and media management