Discussing The Publicity Toward Taiwan In The TV Field From The Perspective Of Taiwan's Audiences

The CCP and people in China always pay attention to the solution of problem between the Mainland and Taiwan. The policies toward Taiwan made by government in Mainland regard people in Taiwan as compatriots, which emphasize to respect and comity people in Taiwan. The policies also point out that we should believe people in Taiwan would do something to solute the problem between the Mainland and Taiwan. As reasons of history and politics, the Mainland and Taiwan had been in the isolation for a long time. At that time people in Mainland and Taiwan have no way to communicate with each other freely. As a result, people in Taiwan have no chance to correctly understand the policies toward Taiwan made by government in Mainland. At present, the people in Taiwan have different views about unification and independence, and many people keep the wait-and-see attitude toward Taiwan Problem. How to win over the hearts of people in Taiwan, and how to accomplish the great undertaking of reunification as soon as possible, which is a great challenge for people who take the charge of publicity toward Taiwan.According to a survey, the television is one of the main medium by which people in Taiwan access to the information of Mainland. It is an opportunity and also a challenge for TV workers that how to make the people in Taiwan have an idea of true Mainland and correctly understand the policies toward Taiwan. Living in the different environment, there are some differences in the media environment and the audiences between the Mainland and Taiwan. It is an important question that the TV workers in Mainland must think about. In the end of the 1980s, the TV programs toward Taiwan were welcomed by the people of the cross-strait because they had a clear positioning and satisfied the demands of people. In recent years, there were great changes in people and social environment in Taiwan. Because they were not fully planned and made on base of the research of the audiences in Taiwan, some TV programs could not catch the eyes of audiences in Taiwan efficiently, and even caused their misunderstanding and resentment. Taking the television media as an example, the thesis analyzes the shortage of TV programs toward Taiwan and the characteristics of audiences in Taiwan such as character, national identity, viewing preference,habit and so on.The thesis tries to discuss how to form a clear positioning and effective communication model in the TV field. It will help people of the cross-strait to strive for the reunification of the motherland.