北京卫视《档案》栏目传播策略研究-新闻学专业论文.docxVIP

摘 要 北京卫视《档案》栏目开播于 2009 年 2 月 4 日，该栏目依托档案的电子化保护 政策，社会对档案双重属性和功能的重视，以及电视节目形态多元化的发展新趋势逐 渐得到受众认可。在传播策略上，《档案》立足揭秘性、传奇性和曲折性栏目定位， 以“新、奇、特”为节目结构模式，采用现场演绎式和“层层揭秘”式的解构手法展 开事件叙述。 当今，电视栏目类型同质化问题越来越重，随着竞争加剧，栏目播出形态手法需 要不断变化。《档案》主持人的个性化讲述风格，“游走式”的讲述方式，独具特色的 演播室设计，丰富多样的节目现场道具，拉近了受众与节目的距离，使观众犹如身临 其境。因此，创新才是栏目生存的手段，固步自封，亦步亦趋只会自取灭亡。在节目 内容上，《档案》以国内公共安全类档案为主，兼顾国外战争类史料，同时取材鲜为 人知的中外交往和受众广为关注的重要人物，尽量扩大选题范围，满足不同受众的节 目需求。 开播以来，《档案》在节目中暴露出诸多问题，例如选题范围窄化、传播媒介单 一、节目互动欠缺、影像资料不严谨等。针对这些问题，笔者提出了解决对策和改进 意见，如拓展题材选择领域、探索媒介合播机制、建立信息反馈渠道、增强栏目品牌 意识等。 关键词：北京卫视，档案，揭秘，电视栏目，传播策略 I ABSTRACT The program of Archives in BTV was launched on February 4, 2008. It has been approved by audiences due to its digital protection of archives, attentions the society pays to dual attributes and functions of the archives, and the new development trend of diverse TV program forms. Following the basic principles of discovery, legend and complication, Archives adapts deduction method in “new, unique and special” program mode and develops the narration by “revealing the truth step by step”. Considering fierce competition and the increasingly serious problem of similarity in TV programs, program forms are badly in need of innovation. The host’s personal narration style, “wandering” narration pattern, characteristic studio design and various stage properties all help narrow down the distance between the program and the audience and make the audience feel like on the scene. Thus, program innovation is the only way to survive in the modern society, or there would be a dead end. The program of Archives mainly focuses on the public security in China and foreign war stories, and it also involves outstanding but scarcely known figures. Meanwhile, the program team is making great efforts to expand topics so as to meet different requirements of audiences. Many problems have been exposed since the premiere of Archives, such as limitation in topic selection, no diverse communication media, lack of interaction with audience and lack of preci