| After the year of 2002, TV news of people's livelihood on TV is like asudden emergence of a new force such as.As TV news of people's livelihood stirs up a tidal wave of its viewingratio, it also aquires attentions of professors and experts. Although TV newsof people's livelihood is prosperous, it cannot mean that it has beenmature in theory. On the contrary, views vary about its definition andrelated theories. Thefirst part of the essay is to tell the definition of TVnews of people's livelihood and to describe the difference between TV news ofpeople's livelihood and news of the society and news of the public. Some viewsadmit that TV news of people's livelihood concems on people's dailylife, however, its connotation is wide. It concludes not only trivial thingsin daily life, but also some important news related with people's interests.It shows disseminators' attitudes and concepts which intends to seekrelations between news and people. TV news of people's livelihood isbased on news of the society, however, they are different from eachother. It is rooted by people's life, by ways of people's fellings, attitudesand sights. Some professors think that news of the public is the comingorientation of TV news of people's livelihood, which can make TV newsof people's livelihood mature by and by.Before, TV in China has played the role of "throat and tongue" ofthe party and the government. Their functions are primarily propogandaing andcultivating, with political culture instilling. For fewer information resources, weakerhuman resources and fewer audiences, limited by natural conditions andmanagement system, regional TV stations have developed slowly. But in the marketcondition, regional TV stations must acquire high viewing ratio andadvertisement income to survive. They start to reset their functions andcommunicating rules. Their potential resources roots from its area, therefore, they should concern on people's livelihood and surve commonpeople. Their strategies are their choices after comparing with competitors.News of people's livelihood has been different from traditional andpolitical news columns. We should research their strategies in thewhole, from the angle of their contents, forms and relations betweenaudiences and disseminators These strategies and concepts are thereasons why they can achievehigh viewing ratio.Varied strategies are made after they compare with their competitors, whichis to distinguish. Since TV news of people's livelihood was on the screen, it has beenpursuing its varied strategies. These strategies include its overall characteristicsand its columns' characteristics. The second part of the essay is to compare thedifferences between TV news of people's livelihood and traditional news, whosefunction is to propaganda and cultivate. These strategies are the commoncharacteristics of the whole TV news of people's livelihood columns. By this way,regional TV stations explore their priority resources and potentiality.However, competitions and homogeneity appear because of generalcharacteristics and news columns' swarming. In the third part of the essay, theauthor mainly analyses varied strategies of the columns. These strategies containvaried columns' sight, varied columns parts, varied columns marketing. These TVnews of people's livelihood columns accord with not only TV news ofpeople's livelihood, but also charactersistics of columns. News columnsmust strengthen their system concepts, overall idea and combination effects. Soafter TV news of people's livelihood's rapid development, seekingpersonality and establishing brand become a sharp sward. Only as TV newsof people's livelihood columns insist on varied strategies, they can achievethe goal of sustainable development.These varied strategies are flexible, which need stages to realize. Allthese show that, TV stations in China start to position themselves. In theconclusion part, the main contents are TV stations' new opinion about their functionsand their communication concept. Functions of +propagandaing and cultivating have oriented to survice and care. Thus, their communication concepts havechanged from single propaganda to three-dimensional communication. On oneside, they explore regional news to establish city culture and cityagreement. On the other side, they concern on common people, so people'sdaily life become the signals of the contents. By and by, common culture willoccupy a better position in the new competition of social cultureideological trend. |
PDF Full Text Request