Theory And Practice Of TV Focus On The Dissemination

"Focus" concept is first put forward by the United States for the future ? sociologist AlvinToffler, in . Toffler divided into three information dissemination system:interpersonal communication, mass communication, the public dissemination. Focus in thecontext of information dissemination, the audience is no longer acceptable to the traditionalunified information. Smaller, decentralized groups accept each other and send a lot image oftheir own information.With the rapid development of cable television networks and television channels and therapid increase of people in the channel and programming choices and room for a bigger space,depending on the interest and needs, the formation of a ratings Focus trend, adaptation Thischange, it has developed a specialized channelTV Focus is the mass dissemination developed to a certain stage of the inevitable product, its produce is adapted to the new needs of the development of the media, and televisionFocus itself have tremendous advantages, but the TV Focus propagator to the audience, thecommunity will certainly have an impact, driven by commercial interests at the publictelevision, the practice may bring about a series of negative effects: For promoters may lead tothe "homogeneity" of the vicious circle of competition, the media environmental monitoringfunction and the weakening of social communication functions; to the audience, may furtheraggravate social disadvantaged groups "marginalized" and the right to speak loss tendency ,increase their psychological gap; for the community as a whole, there are between socialgroups information gap, as well as the risk of cultural conflictIn recent years, people's livelihood news, the people interviews, live show, talk showappearance and so have the programs that the television media, which has strong awareness,but at the same time, the television media to imitate each other, the same program inevitabletrend once again show and the people's, livelihood news and the proliferation of live show isthe most typical witnessThe new dissemination way compares the traditional media advertisement place of theinnovation, displays prominently is aiming at the segmentation to disseminate audience'sminute audience the way. This point for the advertisement achieved the better disseminationeffect has possibly created all sorts of possibly. However the new media still was in owndevelopment at present the initial stage, needed to overcome the inferiority unceasingly, todisplay superiorly long, through the innovation development, one solved questions step bystep and so on lock-on target, space and time match, form innovation, brand construction, withtraditional media organic fusion, realized in the exploration further develops.