文档介绍：以湖南卫视为例谈媒介形象
[摘要]在湖北卫视、东方卫视、浙江卫视、江苏卫视等等省级卫视电视频道竭尽全力想要在电视队伍中成为文艺娱乐业王牌军之一的时候,湖南卫视正坐拥这一名头,稳坐电视湘军文艺娱乐阵营中的第一把交椅,成为全国的电视娱乐王。
湖南电视台是湖南省最权威的电视机构,1997年1月1日,湖南电视台第一套节目正式通过亚洲2号卫星传送,频道呼号“湖南卫视”。湖南卫视上星播出之后,在国内外产生了广泛影响,确立了娱乐传媒的强势品牌地位。湖南卫视塑造了用王牌的综艺节目、优秀的主持人团队、一套个性化的视听识别系统来塑造了一个以娱乐为主的媒介形象。湖南卫视的成功吸引了很多媒介欲与湖南卫视来分得一杯羹,我们更多的应该是借鉴学习湖南卫视的成功之处,做到科学的媒介定位和发扬创新精神,打造属于自己的富有特色和个性的媒介形象!
[关键词]媒介形象; 湖南卫视; 娱乐形象;
[ABSTRACT] In hubei TV, eastern TV, zhejiang TV, jiangsu provincial TV channels on TV satellite and so on efforts to want to e in the TV team of WangPaiJun literary entertainment, hunan satellite TV is downsizing this title, stabilizing hunan group entertainment faction sit the NBA, e national TV entertainment king. "Entertainment for the king", so to speak hunan satellite TV is really entertainment section of "TV one elder brother", "happy China", we have to admit that hunan satellite TV amusement nationwide, happy China!
In contemporary China, media occupied people much of his spare time, TV is recognized as inherently entertainment essence, in our country, with TV entertainment primarily, more than 10 years of raised round and round, erasing the most typical entertainment is hunan satellite TV. Not difficult also found that more TV channels are trying e to the top of "entertainment" and then, partake of the "entertainment" ing to the sound the alarm.
In this article will mainly discuss hunan satellite TV entertainment media image problems and more entertaining media image and more entertaining media to some problems.
[KEY WORD] media image; HNTV; Entertainment image;
在社会活动中,客观事物总是以某种形象表现其内涵的,各种形象都具有其特点。媒介作为当今社会的一个极具竞争力和极富吸引力的领域,媒介形象也吸引了不少人对其进行研究分析。湖南卫视以“快乐中国”为核心,以传播快乐为宗旨,以“快乐”的媒介形象深深根植于大众的心里,塑造了极具个性和风格的媒介形象,成为国内电视传媒界的精英!毫无例外的,湖南卫视这样一位名人身后也跟着无数FANS和追随者。
本文主要从湖南卫视的媒介定位、湖南卫视媒介形象塑造的方式,包括从湖南卫视的媒介视听识别系统、品牌产品打造以及主持人形象等方面着手分析。并且,从现实社会中媒介形象塑造跟风挖掘媒介形象塑造的深层意义和发展方向。
媒介形象概述
(一)媒介形象的概念及意义
媒介形象通常指媒介的社会形象,是公众对媒介所持有的观点和看法,是媒介消费者对于媒介的知觉性概念,是由媒介外在和内在的特征和风格构成的,常常经由公共宣传、广告和公共关系等有