追逐与先导——论电视的大众传媒角色

在消费文化充斥荧屏的当下,科学地定位电视的大众传媒角色迫在眉睫。电视作为与大众最具亲和力的传媒形态,大众接受性构成其生存属性,因之,电视的大众传媒角色应定位于对大众趣味的追逐。然而,电视又具有意识形态属性,承载着意识形态的教育、先导大众的功能,电视的超越性、引领性的角色定位更不应缺失。电视要追逐大众并不被大众所淹没就必须掌握先导,而要发挥其先导作用又必须关注大众的需求,电视的追逐与先导是辩证互补的关系,统一于电视的大众传媒的角色之中。电视制作人是实现电视追逐与先导传媒角色的实践者,大众的精英与精英的大众是电视制作人的综合身份。     

Framing Megan Williams

This study examines mainstream television news coverage of the kidnapping and rape of Megan Williams in late 2007 and coverage of Williams' recantation in 2009. The publicity of this case provides a unique opportunity to scrutinize the under-examined topics of news coverage of white-on-black rape and white female perpetration. Feminist and critical media studies perspectives are called upon to provide an understanding of hegemonic discourses of gendered violence in media discourse. The intersection of race and class with such discourse is examined. Content and discourse analysis methods allow a critical examination of coverage of the Williams' story on four of the most watched television news sources in America. Results reveal disturbing trends in the framing of white-on-black perpetration. Additionally, stark differences in ideological constructions of rape and race are found among the news outlets examined, suggesting that some news sources do more to reproduce raced and gendered discourses of privilege than others.     

Playmates and Polygamists

This paper explores the feminine reclamation of polygamy seen in female-oriented American television shows Big Love, The Girls Next Door, and Sister Wives in terms of their commentary on contemporary gender roles in neoliberal society. Reception discourses suggest these programs respond to feminine frustrations with the burdens of work and domesticity and the isolation associated with hyper-individualist late capitalist society. Using textual strategies associated with feminine media forms and contemporary feminine culture, such as the investment in the female group, the female gaze at the female body, and the reclamation of feminine history, these shows demonstrate femininity's capacity to critique as well as support mainstream society. Still, femininity's tendency to merge escapism and cultural critique, seen in all three shows, points to the difficulty of considering it progressive or regressive, instead suggesting that it should be considered as a different conceptual and social space, as a varied set of structures, practices, reading protocols, and an ethics of self that patriarchal cultures cannot easily co-opt.     

新媒体时代民间文学的传播与发展

文化源于生活,创新是文化的生命。自20世纪以来,社会生活已经发生了极大改变。作为大众文化的民间文学只有紧扣时代主题,紧跟时代潮流,才能满足人们新时代的精神文化需要。民间文学在新媒体时代下,与舞台、影视、手机、网络等传媒方式结合、发展与演变进行了研究,以对民间文学的发展有所引导。     

电视广告教学中“问题+案例教学法”的整合与创新

在电视广告教学中,整合传统的问题教学法和案例教学法,创新"问题+案例"的教学新方法,以学生为主体,以学、思、练为任务,将课堂知识内容设计为不同的问题,并结合精选案例进行讲解和分析,以生动形象的案例,清晰学生对问题的认识和对知识的学习,同时结合课后作业,强化学生学习的成果,形成学习的链条,以达到最佳的教学目的。     

发挥电视字幕在增强电视节目美观性中的作用

本文分析字幕在电视节目制作中起着不可忽略的作用 ,字幕字体、颜色、编排的选择对制作一个精品节目起作画龙点睛的作用。     

创意与节约并举——陕西影视产业发展路径再探寻

在当今世界,文化创意产业已不再仅仅是个概念,而是有着巨大经济效益的直接现实,是以创意为核心的,向大众提供文化、艺术、精神、心理、娱乐产品的新兴产业。对于拥有先天文化资源优势,意欲建设文化强省的陕西来说,如何将其付诸实施,是新世纪陕西影视文化产业发展尤为迫切解决的实际诉求。     

“陕军品牌”：文学创作与影视产业

陕西素有"文学重镇"之称,陕西当代文学创作与影视文化之间有着千丝万缕的联系,陕西有多位专业作家正在逐步转型为文字文本和影视文本两栖的作家,同时,涌现出一批专职从事影视剧本创作的作家,其影视文学创作已经得到了社会的认可.影视艺术借助文学创作之力,促使文学的资源优势转化为影视的文化优势,是发展陕西影视文化产业行之有效的举措.     

双边市场下电视传媒平台兼并的福利效应分析

从双边市场视角研究了电视传媒平台企业兼并及其产生的效应,探讨了电视传媒平台企业的兼并与单边市场内企业兼并的不同之处.研究表明:从平台企业自身的角度出发电视平台企业的兼并能带来更大的利润;从广告商用户的角度来看,电视平台企业之间的兼并并不会损害广告商的利益,反而降低了广告费,增大了广告量,提高了广告商的利润;与社会福利最大化的广告量进行比较,在广告商较少的一定条件下,电视平台企业之间的兼并重组将低于社会福利最大化的广告量,存在广告量供应不足.     

Predicting Vaccination Intention and Benefit and Risk Perceptions: The Incorporation of Affect,Trust, and Television Influence in a Dual‐Mode Model

Major health behavior change models tend to consider health decisions as primarily resulting from a systematic appraisal of relevant beliefs, such as the perceived benefits and risks of a pharmacological intervention. Drawing on research from the disciplines of risk management, communication, and psychology, this study proposed the inclusion of a heuristic route in established theory and tested the direction of influence between heuristic and systematic process variables. Affect and social trust were included as key heuristics in the proposed dual‐mode framework of health decision making. Furthermore, exposure to health‐related coverage on television was considered potentially influential over both heuristic and systematic process variables. To test this framework, data were collected from a national probability sample of 584 adults in the United States in 2012 regarding their decision to vaccinate against a hypothetical avian flu. The results provided some support for the bidirectional influence between heuristic and systematic processing. Affect toward flu vaccination and trust in the Food and Drug Administration were found to be powerful predictors of vaccination intention, enhancing intention both directly and indirectly via certain systematic process variables. The direction of influence between perceived susceptibility and severity, on the one hand, and affect, on the other, is less clear, suggesting the need for further research. Contrary to the opinion of media critics, exposure to televised health coverage was negatively associated with the perceived risks of vaccination. Results from this study carry theoretical and practical implications, and applying this model to the acceptance of different health interventions constitutes an area for future inquiries.