Research On Children’s TV Programs In Our County In Multi-media Environment

The relationship between children and the media has always been a topic that may have a variety of explanations and demonstrate the concern for reality. The contemporary children are more fully enjoying the media resources than any previous generations, and their growth are also more deeply influenced by newspapers, televisions, networks as well as different kinds of new media. With the endless stream of new media and the coexistence of the old and the new media, it would be better for the media itself to find ways to coordinate the relationship between the media and the development of children, rather than blame the "passing of childhood" caused by the media force. The thesis is to study at a positive angle how children’s television, as a specialized product of medium can maximize its positive role in the ecological environment for media. Therefore this thesis is orientated to achieve a problem theoretical framework and do some discussion within the author’s range of ability. The thesis, with the theoretical framework of communication and in a multidisciplinary research field of Art, Children Education and Psychology and other subjects, systematically researches into the orientation of the Chinese children’s TV programs and the communication elements including disseminators, audience, content and channel under the present multi-media environment by keeping track of the present situation of children’s TV programs’spread in our country, by collecting a large number of first-hand resources from the children audience and the creation front-line, and then through quantities of empirical research and typical case analysis, on the basis of which the author puts forward the strategy of positive interaction between the various transmission elements under the goal of optimization of communication effects.This paper first makes a thorough and profound analysis of the current multi-media environment. The development of communication has brought the evolution of the media, and also given new features to the social culture. At present, the multi-media environment of children growth and development in China has rendered out the "three pillars"(books, TV and internet) with the television as the core, media have become important environmental factors influencing children’s development. The embodiment of the social characteristics of the media and the tremendous environmental changes of the development of children as the audience will become important external factors affecting the development of children’s television. At the same time, in the new situation of media competitions, the development of children’s television programs, as medium content products, also needs continuous adjustments for the environment on its own. It is a foundation of this thesis.In the complex media environment, to give full play to the positive role of children’s TV programs and to achieve optimal communication effects, we must first analyze its orientation scientifically and accurately. To deal with the new media environment, this paper presents that the children’s television programs shall take on the cultural responsibility as the leader in the children’s development, the enlightenment of children’s media attainments and the dominator of the optimization of children’s media environment, and play a good realistic role in the functional targeting; the audience targeting to include the family based on further scientific breakdown of the audience; the content targeting to take both entertainment and education into account; the property targeting to adhere to the public purposes and improve the market competitiveness.In the dialectical analysis of the disseminators and recipients of the children’s television programs, this paper puts forward that the benign interaction between the two sides is the key to the success of the children’s television programs’transmitting, and to adhere to the concept of "child-centered" is the foundation and destination for the interaction of the two sides. The childhood integrated of life, games and learning makes the world of children special, and also initiates children’s unique audio-visual psychology and requirements. The disseminators of the children’s television programs must overcome the huge psychological gap existing between them, and go deeply into the children’s world, and only in this way can they create the content products that not only satisfy the children’s demand of appreciation and accord with their aesthetic characteristics but also are truly beneficial for children. Therefore, to absorb experts with the academic background of children’s education and psychology, to explore the scientific program planning and to make the disseminators embark on a professional way gradually is the only way to solve the many bottleneck problems in the creation and dissemination of the current children’s television programs in China and to truly realize the positive interaction of the disseminators and recipients.In the analysis of children’s television content production, this paper cites the practical problems in the contents of current children’s television programs in China and analyzes the crux of the problems, and then put forward "return to childhood" as the creative essence of the children’s television program contents, and also elaborates in respect for nature, emphasis on games and interaction of innovation with a lot of creative practice. Meanwhile, as the children’s television programs faced with new competition of media ecology, this paper also proposes several suggestions to improve the competitiveness of the contents of children’s television programs:to make contents with repetitive consumption value; to change the concept of television programs to that of audio-visual programs; to improve the evaluation system of children’s television; to enhance the contents under the effect of brand; to promote the formation the Industry Chain with the content innovation.In the analysis of children’s television channels of communication, this paper proposes the establishment of media communication channels with the specialized children’s television channels as the core including network, publications and other media, through the investigation and summary of the new phenomena in the transmission process of the current children’s television programs.The innovation of this paper mainly focuses on the following aspects:1. To have made a relative clear understanding and grasp of the situation, preferences and viewing expectations of children media contact in China based on the systematic and comprehensive quantitative and qualitative investigation. To have broken through the previous researches analyzing the effects of media and media content on children only from the perspective of children psychology, and to have extended the visual field of studying children’s television programs from the aspect of children’s cognition, aesthetic expectations and viewing needs. If many relevant researches have been done before in a critical way, this paper constructs the perspective in an opposite direction.2. To have made a rational and systematic thinking on the development of the indigenized children’s televisions in the new media environment. To have broken through the practice of viewing the children’s television programs purely as a kind of television programs to study its creation of communication process, but in the current multi-media environment, under the premise of the analyzing the media environment changes, to study how to improve the effects of children’s television programs dissemination, to meet the aesthetic expectations of children and maximize their positive impact on children.3. To have presented the point of view of that children’s television programs should return to childhood. To have put forward the three keywords "nature","games","interaction" in relation to the nature of childhood in the content creation of the children’s television programs. To have changed the inertia of separating the study of audience and creation in the previous study of children’s television programs, and to effectively excavate the close relationship between the uniqueness of the children audience and the particularity of the children’s television programs.4. To have put forward for children’s television programs the communication strategies to achieve sustainable development in the multi-media environment. Combined with case analyses of the domestic and foreign outstanding children’s television programs, to have put forward the specific strategies to enhance the competitiveness of China’s children’s television programs in terms of the innovation of content production, expansion of communication channels and other aspects.