文档介绍：河南大学
硕士学位论文
国内省级卫视自制剧热播原因与走向分析
姓名:海乐
申请学位级别:硕士
专业:传播学
指导教师:宋若涛
2011-05
摘要
在国内,自 2008 年湖南卫视播出的《丑女无敌》取得不俗的收视率后,各大卫视
也纷纷加入到自制剧的行列,掀起了一股自制剧的竞争热潮。自制剧就是由电视台独立
投资,自主选择题材和剧本进行拍摄,制作出拥有自主版权的电视剧。在电视剧市场竞
争日益白热化和同质化的今天,自制剧似乎成为了卫视创新赢利模式的一剂“新药”。
自制剧的最大优势就是保证了卫视电视剧资源的独享性,避免与其他电视台竞争的同质
化,并且提升电视台的核心凝聚力及打造电视台的品牌形象。一些较早加入自制剧行列
的卫视通过自制剧的确获得了可观的经济效益、吸引了更多的忠实观众以及提升了品牌
的影响力,但从目前来看,我国自制剧的发展还存在着诸多问题,例如题材少有原创、
剧情雷人、植入式广告过于泛滥等。本文从传播学的角度出发,运用拉斯韦尔的“5W”
模式对国内自制剧进行了系统地分析,既了解了自制剧在国内热播的原因,也对目前国
内自制剧市场暴露出来的问题进行了冷静的思考,同时对我国自制剧的未来发展提供了
一些有价值的参考意见。
本文共分为三章。第一章界定了自制剧的概念,介绍了自制剧在国内外的发展历程
及发展状况,同时列举了自制剧的良好市场表现所凸显出的价值,为下面的研究做铺垫。
第二章是文章的主体部分,共分为五节,从传播学的“5W”模式入手分析了自制剧的热
播原因。主要内容为国内各大卫视为何加入到自制剧浪潮中的原因、国内自制剧的主要
内容及类型、目前各大卫视所采用的自制剧播出策略、自制剧的受众分析及自制剧的传
播效果分析。第三章是对国内自制剧市场未来走向的分析,这部分的主要内容是对卫视
所选择的自制剧题材和卫视赢利模式创新的思考。

关键词:自制剧,“5W”模式,热播原因,走向分析
I
ABSTRACT
In mainland China, the drama The Invincible Ugly Lady has achieved great audience rating for the
first season shown on Hunan Television Station since 2008. Many other television stations has joined the
Self-invention drama market, raise a petition for this kind of drama. Self-invention drama is
funded solely by the television station, free selection of topic and script, with independent copy right for the
drama. In modern social, with the petition in the TV drama market, Self-invention drama
es a new injection for the creation and innovation mode. The most advance treats of self-invention
drama is to ensure the indecency of television station’s drama sources, avoid the similarity of other
television station petition, and enhance the brand image of television station. Some early
beginner has gained abundance economical benefits and attracted more loyal audience, as well as promoted
the influence of the brand image. However, there are potential issues for our domestic self-invention drama,
such as lack of original creation, similarity of plot, mass advertisement interference. The essay applies Lass
well’s “5