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媒介融合环境下电视文化节目的发展策略研究——以黑龙江卫视《见字如面》节目为例

摘要

在媒介融合的大背景下，媒介融合带来的“去中心化”和“碎片化”语境成为目前我国社会发展的必然趋势，《见字如面》的成功恰恰顺应或者说迎合了这种碎片化，其传播内容和传播者的碎片化，极易剪辑为各种短小的片段，被贴上夺人眼球的标签，从而在网络媒体和手机终端迅速流传，在促进受众与传播者、媒体互动，提高接受度的同时，也产生信息失真、浅阅读的负面影响。既然媒介融合大趋势不可逆转，只能通过营造健康的传播环境，打造优秀的文化节目，汇聚新旧媒体的力量，构建科学的传播机制，以发挥优势，融合和改造弊端。本文以广播电视领域中电视文化类节目的传播要求，与传播学的学术理论相结合，以高度适应媒介融合和“碎片化”的新兴文化节目《见字如面》为切入点，找到文化节目在媒介融合的大背景下，如何适应“去中心化”和“多中心化”，如何超越“碎片化”实现可持续健康发展的方向。

ABSTRACT

Under the background of media integration, the “decentralization” and “fragmentation” context brought by media integration has become the inevitable trend of China's social development. The success of “Seeing Words like Face” just conforms or catering to this kind of Fragmentation, its dissemination of content and fragmentation of communicators, can be easily edited into short clips, labeled as eye-catching, and quickly spread in online media and mobile terminals, promoting audiences and communicators, media Interaction, while increasing acceptance, also produces negative effects of information distortion and shallow reading. Since the media convergence trend is irreversible, it can only create a healthy communication environment, build excellent cultural programs, gather the power of new and old media, and build a scientific communication mechanism to give play to its advantages, integrate and rectify its drawbacks. This article combines the communication requirements of TV culture programs in the field of radio and television, and combines with the academic theories of communication, and finds cultural programs with the emerging cultural program “Seeing Words” that is highly adaptable to media integration and “fragmentation”. Under the background of media integration, how to adapt to “decentralization” and “multi-centeredness”, how to transcend “fragmentation” to achieve sustainable and healthy development.

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