| Start broadcasting in March 31, 1996, Phoenix Satellite TV has got a wide range of Chinese concern and influence around the world at an alarming rate. Its history, social, culture and humanities programs won critical acclaim in Chinese TV circle. Phoenix used plain language and vivid images to show the world's past, present and future. How to access to both commercial benefits and social responsibility? How to make its Media influence well-play? Phoenix experience has got more and more attention by scholars and experts.Established in 2003, "Life and Well-Being" has become one of the brand columns of Phoenix during the five years developing. "Life and Well-Being"shows common people's life, which documentary "Porters of Huashan Mountain" won Silver Hugo Award of contribution to the Arts and Humanities at the 43rd Chicago International Film Festival.Our society is entering the times which values common people and their lives. In documentaries of "Life and Well-Being", cold refers to the social reality while warm refers to people's spirits. These bring us a new audio-visual experience from TV. It is a column worthy of our study.Through the constant practice and exploration, "Life and Well-Being" has already developed a mature and self-confident style of the images and independent narrative features. This paper tries to analyze specific programs, according to the social and history backgrounds, as well as the Phoenix Satellite TV's own character. And it tries to analyze the column's value system, such as its historical value, human values, brand strategy and values.By the way, this paper will have a try to do some detailed analysis of the characteristics of the texts from the perspective of narratology.Today's TV audience is a specific consumer group, who favor stories. In order to meet audience's demand, images give way to stories in some TV documentary. This might weaken artistic value of a documentary. |
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