央视《经济半小时》栏目运作策略分析

华中科技大学硕士学位论文央视《经济半小时》栏目运作策略分析姓名：刘丹申请学位级别：硕士专业：新闻学指导教师：孙发友20080604IIIAbstractTelevisioneconomicreportisstillachallengeincurrenttelevisionreportswhosesolemnity,profoundandvapiditydecidedbyitscharacteristic.However,televisionismassmediawhichshouldbepopularization.Therefore,thereiscontradictionthatdifficulttopopularizationbutmustbepopularizationbetweenthecharacteristicsofeconomicsubjectmatterandvideonews,andthetelevisioneconomicreportlieinembarrassedsituationthat“difficulttodeepbutmustdeep”,butitistooeasyforexpertandtoocomplicatedforlayman.“ThirtyminutesinBusinessNews”,asoneoftheearliestChinesevideoeconomicprograms,issurviveandfadelessinthedevelopmentofChinesetelevision,andservesasaflagshipinChinesevideoeconomicprograms.Since18yearsrunning,ithasbeentakingacrucialroleinthegovernmentaleconomicpolicies,marketingeconomicenvironmentandthepeople’seconomiclife.Thispaperstudied“ThirtyminutesinBusinessNews”usingcontentanalysis,survey,exemplification,inductionandbibliography,combiningwiththeauthor’sworkingaswellasthelearningexperience,throughahostoffactsanddata,scrutinizinglyanalyzingthedevelopment,evolutionofcolumnlocationandthesixtacticsofcolumn,includingtheconsistenceofspecializationandpopularization,adjustmentoftimelinessanddepth,expandabilityofmicroeconomicandmacroeconomic,ingenioususingofeconomicandnon-economicvisualangle,thesoftenofeconomicreport,brandtactics.Moreover,weconcludedthattheexplicitlocation,continuesinnovation,exploitingofthesellingpoint,softenthe“hard”news,buildingupofbrand,focusofpublicattentionandthevalueofpeopleorientedaresuccessfulfactorsforimprovingthecorecompetitivenessandinfluence,survivinginthefiercemediamarket.ItishopedthatthispapercantakethedirectandinspiritactionontheoperationandcreationoftheEconomicColumnhenceforth.Keywords:runningtactics,evolution,economicangle,“soften”_____111.11984,1.221.31.3.11322003311.3.2:9010201.3.3,:;;;4,:,,1.3.4,,,,,,,5,,,,,,,:,,,,6?1231.3.5:1.47822.1198912181989[1]1992199511[2]19967120901996919979199810199912000731999199730%59%[3]2001791230352003102003102007(GDP)2002122451220078CPI6%56%4.8%19971819962000200320072.22.2.1199619967119962.2.22000200073111999199730%59%2.2.320032003102.2.420072007(GDP)2002122451220078CPI6%56%4.8%199712[4]199620003035+20035000132007,,1433.1[5]151019921999[6]3.23.2.1198916[7]200[8]3.2.2+20071028172002520073.2.3++20200020018183153.318[9]209020901996200020023030191994589[10]301996,199742219961127121997523[11]201999183.41989212115005000[12]2244.14.1.12004231500,,,,,,32832007,,,,,24,,4.1.22004254.2[13][14]200026CPI6.5CPI7.1CPI4.3,,27,,,;,,,;,,,,,,,,,,4.428[15]4.4.1[16]2004110100200294.4.2[17]30[18]4.54.5.1:?,,,,[19],,31,200310,,,·,,,,324.5.22003“”“”“”“”“”“”[20]“”2003334.5.3,(TELEVISION),,,,?(2),,,200321714,7,34,,?,,,20044,4.6522004[21]35CCTV527.7[22]4.6.120073620027001222007[23]4.6.2315371315315315315315199131521315183153152CCTVCCTV2001CCTV2006382007CCTV200520062007CCTV20051130CCTV[24]339()()“”[25]8315CCTV4.6.340[26]Logo2004LogoLogo¥LogoLogo414.6.4182003[27]424355.15.1.111844219891996199719992000200420053..182090.909090445198920902000.21.15002003...[28]465.1.25.1.3198911+1224735.1.43155.2485.2.1:([29]5.2.2.5.2.3495.2.4522007“”200“”“”5062090,3155152[1]199956[2]1995[3]“”“”()——20021[4]——120053[5]19985[6]——2003[7]ABC——19958[8]19916[9]——120053[10]19926[11]1998124[12]2005[13]1996[14]20003[15]——12005353[16]2004[17]19997[18]199812[19][]120031[20]“”“”——120031[21].[]2007[22]..[23]2004[24]()AdvertisingPointer20073[25]——“”20044[26][27]20029[28].[]2007[29]2006554065556[1]“”“”()——20021[2]“”“”()——20022[3]()AdvertisingPointer20073[4]——120053[5]20041[6]20047[7]120041[8]20051[9]20003[10]12001[11]20003[12]1200012[13]20003[14]“”?20044[15]12001[16]12001[17]20057[18]“”“”20015[19]20036[20]“”2002157[21]20065[22]20051[23]200311[24]:20065[25]20058[26]19994[27]“”200110[28]20038[29]20065[30]·20019[31]200412[32]——20034[33]200411[34]——1520042[35]——“”20044[36][37]ABC——19958[38]··19985[39]1999758[40]20052[41].2000.20011[42]——[43][44][]··12007[45][]——12000[46][]·11991[47][]120031[48][]·1200111[49][]·120038[50][]··——120041[51][]·1,1989[52][]·1,2003[53][]——120051[54]JayRosenPublicJournalism:Acaseforscholarship,Change,May,1995[55]mediaconsumptionAcrobatDistiller3.0forPowerMacintosh59[56]McQuail,DAudienceAnalysisLondon:SagePublications,1997央视《经济半小时》栏目运作策略分析作者：刘丹学位授予单位：华中科技大学本文链接：授权使用：上海海事大学(wflshyxy)，授权号：dc6baf00-c8c1-438c-8a9c-9e11015c3c54下载时间：2010年10月16日