The Television Media Image Of The Elements Of Empirical Research

Under a background of increasing competition of TV media in China, more and more TV media pursue a good media image. In the summer of 2009, the adjusting of CCTV's the media image is the best example. September 16, 2009, according to China News Network reported, CCTV receives " fame and fortune"after revision. Obviously, it is very important to the Organization of the communicators for owning a good image, which, not only can bring considerable economic benefits, but also lead to more intangible assets. In recent years, the national TV media,including CCTV, frequently , adjust their own image—or re-positioning, or to adjust their own sections, or modify their station logo, or enhance the popularity of host. In addition to the industry's attention, the scholars have turned their attention to the media image, and moreover, studied media including the television image of the concept, elements and shaping methods from the view of philosophical. This empirical paper, through a questionnaire survey method and from a perspective of the audience, studies organization of the image elements of television media so as to provide a practical guidance for the television image of communicators in the construction of TV media.On the basis of full discussion of the literature, this paper presents two assumptions about the media image. 1. TV media image is a multidimensional concept. 2. There are significant correlations between the elements of TV media image. Counting to the sample data collected, including factor analysis, correlation analysis, we can draw the following conclusions: 1. there are six factors of television image of the elements, which are"Credibility","Professional ability","Expertise","affinity,""Organizational capability","Advertising capability". This confirms that the hypothesis1—media image is a multidimensional concept. At the same time, this builds a conceptual model of the image of television media. 2. Correlation analysis showed that there are a significant positive correlation among professional ability, expertise, affinity and credibility. Smilarly, there are also a significant positive correlation among professional ability and expertise, affinity, organizational capability and advertising capability. There is also a significant positive correlation among expertise, affinity, organizational capability, and advertising capability. There is also a significant positive correlation among affinity and organizational capability, advertising capability. There is also a significant positive correlation between organizational capability and advertising capability. Thus, the significant correlation among the six factors has also been proven.Meanwhile, the study measures also media image of Sichuan television. Statistical analysis showed that overall of the media image of Sichuan television is common in our audiences mind, and moreover,"advertising capability " is failed in the minds of the audience. Sichuan television should take measures to improve the media image in these areas.