| 地方电视台民生新闻的品牌问题——以广州电视台《新闻日日睇》为例 |
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| 引用本文： | 夏德勇,禤曼怡.地方电视台民生新闻的品牌问题——以广州电视台《新闻日日睇》为例[J].广州大学学报(社会科学版),2008,7(1):76-80. |
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| 作者姓名： | 夏德勇 禤曼怡 |
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| 作者单位： | 广州大学新闻与传播学院,广东,广州,510006 |
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| 摘 要： | 《新闻日日睇》是广州电视台著名的民生新闻栏目。它在品牌塑造上的主要手段是准确定位和题材本土化、语言方言化、立场平民化，大打亲民牌；叉注重通过跨媒体和其他社会活动对节目进行有效推广，使节目在短期内成为品牌。由于同类节目的竞争加剧，及该节目自身题材的局限、过于追求本土化和平民化等因素，该节目品牌出现了进入衰退期的迹象。要保持民生新闻节目的生命力，需要提升其格调，妥善处理媒体在政府和市民之间的关系。
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| 关 键 词： | 民生新闻 本土化 平民化 品牌 |
| 文章编号： | 1671-394X(2008)01-0076-05 |
| 修稿时间： | 2007年11月11 |
Branding Issues on People's Livelihood News of Local TV: A Case Study of the"Daily News Watch" of Guangzhou TV |
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| XIA Deyong,XUAN Manyi.Branding Issues on People''''s Livelihood News of Local TV: A Case Study of the"Daily News Watch" of Guangzhou TV[J].Journal of Guangzhou University(Social Science Edition),2008,7(1):76-80. |
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| Authors: | XIA Deyong XUAN Manyi |
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| Institution: | ( School of Journalism ＆ Communication, Guangzhou University, Guangzhou, Guangdong, 510006, China) |
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| Abstract: | The "Daily News Watch" is a famous people's livelihood news column of Guangzhou TV station.The main methods to build a brand are an accurate positioning,localized themes and dialectization of language.Also,the "Daily News Watch" promotes its programs effectively through cross-media and other social activities,thus developing it quickly into a brand.Due to intensified competition among its counterparts,its narrow themes,excessive localization and plebification,this brand program has entered a recession period.To keep the vitality of livestyle news,the program needs to upgrade its style and handle properly the relationship between the government and its citizens. |
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| Keywords: | people's livelihood news localization plebification brand |
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