Research On Media Identity Of Educational TV Station

Under the influence of globalization and media convergence, theoverall environment of the Chinese media quietly changing the media needschange, the survival of the educational television troubled developmentchallenges. This paper analysis media identity theory of educationaltelevision,consisting of wide educational identity, political identity,business identity of the first level (outside his factors), but alsodiscusses the educational television station from the second level ofmedia self identity (internal factors) on this basis, pointed out thateducational television identity crisis and identity reconstructionstrategy.Media identity theory refers to the spread of ecological environment,the the media traditional social role change, communication systems showsome self-initiative, media identity. The media identity theory on thebasis of the theory of the role of a self-reflective perspective, to getrid of the role theory and practical materialism, media research from theinterpretation of the one-way function, extended to the media two-wayinteraction.CETV-1as the main object of study。From program characteristics andthe internal discuss environment various identities and behaviorcharacteristics of CETV-1, discusses the concrete manifestation of wideeducational identity， political identity， business identity.The paperanalysis of the state of its own identity recognition, and pointed outthat the plight of the identity crisis of its existence, and facing themedia behavior. The same time, CETV-1media identity crisis cause analysis,reconstruction and the proposed communication strategy to resolve theidentity of the CETV-1.