地域文化与地方电视节目定位——以XX卫视综艺节目为例.docVIP

地域文化与地方电视节目定位 ——以河南卫视综艺节目为例 摘要：随着当今社会与科技的发展，电视作为最具影响力的大众媒体，竞争日趋激烈。地方电视节目在这种激烈竞争的环境之中要想占据一席之地，必需针对地方电视节目的受众，结合地域文化特色，找到适合地方电视的准确定位，打造出地方电视台的精品节目。本文以河南卫视综艺节目的定位为例，通过对地方电视台节目的价值取向、节目风格、表现手法等现状进行分析；讨论了地方电视节目中存在的的节目同质化、节目风格粗俗化、定位缺失等问题；提出要打造地方电视台的节目特色，必须进行节目创新、以小众化传播进行节目定位和发扬地方传统文化，只有这样才能使地方电视节目在当今竞争激烈的环境下脱颖而出。 关键词：地方电视节目；地域文化；定位 The Regional Culture and the Targeting of Local TV Programs ——Take Henan Television Shows as the Example Abstract：With the development of society and the technology, television have become increasingly competitive as the most influential mass media. In this highly competitive environment, it’s necessary for the local television to find a suitable local accurate positioning and create a local television program quality for the audience. This article takes Henan Television shows as an example, it analysis the values of local television programs, programming style, performance measures in the current situation; discusses the local television programs that exist in homogenization, vulgar style of programming, positioning deficiencies and other problems. It give us a conclusion that the workers should build local television programs full of features, innovative, small minority-targeted programs and spreading ideas of carrying forward the local traditional culture to make the local television program more competitive. Key words：Local television program; Regional culture; Location 目 录 摘要……………………………………………………………………………………………1 关键词…………………………………………………………………………………………1 Abstract………………………………………………………………………………………1 Key words……………………………………………………………………………………1 引言 …………………………………………………………………………………………1 一、我国地方电视台的节目定位现状 ………………………………………………………2 （一）大众化的表现手法 ……………………………………………………………………2 （二）重视体现人文情感 ……………………………………………………………………2 （三）节目呈现平民化价值取向 ……………………………………………………………3 （四）媒体与受众之间呈现平视视角 ………………………………………………………3 二、地方电视节目定位中存在的问题 ………………………………………………………3 （一）节目风格粗俗化倾向严重 ……………………………………………………………4 （二）节目缺乏文化和精神内涵 ……………………………………………………………4 （三）节目受众定位不完善 …………………………………………………………………4 （四）同质化的节目现