电视媒体话语机制的构建——以凤凰卫视为个案

凤凰由华语传媒走向世界的成功之道,为我们构建电视媒体的话语机制提供了诸多启示.信息时代电视媒体的话语机制构建面临许多新的课题,及时性、多元性、多样性、差异性、活力性、创新性是电视话语构建的基本元素.电视媒体话语权的构建确切讲要把制作和营销内容话题作为生产的最终目的,把原创节目及其社会影响力和市场占有率作为核心竞争力.通过信息报道的及时性、信源出处的多元性、传播方式的多样性、"内容资源的差异性"形成媒体话语的权威性和独特性,通过汲取网络等新媒体的活力不断改造电视媒体话语惰性.

The Discourse Mechanism Construction of TV Media: The Enlightenment of Phoenix TV

The success of Phoenix TV going towards world enlightens us for constructing discourse mechanism of TV media. In the information age, the discourse mechanism construction of TV media is faced with many problems. The timeliness, diversity, plurality, uniqueness, vitality, and innovation is the fundamental elements for constructing TV discourse. The construction of TV media discourse power should take the execution and operation as the final aim of production and take the original program and its social influence and market share as the core competitiveness. The authority and uniqueness of media discourse can be formed through the timeliness of information report, plurality of information source, diversity of promulgating approach, and difference of content. The discourse inertness of TV media can be constantly changed by absorbing the vitality of new media.