The Study Of Moral Construction TV Programs In China

In2012, moral construction programs start sprouting in our TV screens as a newhighlight. Their appearance just meets with the need of our socialist moralityconstruction and problems in our present moral situation. As one of the mostinfluential medium, television is playing an important role in increasing the publicand socialist morality level. At the same time, taking high stress on the publicity ofthe mass media and working on the high-quality communication so as to promote oursociety’s benign and healthy development is also the constant pursue and socialresponsibility the TV media should bear.Therefore, in order to promote the social morality construction, it is vital for TVmedia to improve the moral communication level. Many media have alreadyaccumulated much experience in this part. However, for many TV channels, there arenot enough previous experience can be accorded with for setting up professionalmoral construction programs. Therefore, many TV media must face and think abouthow to improve the moral construction programs and what practical significance theyshould contain. In order to solve these problems, professional academic research onthe present situation, communication strategy, functions and development path ofmoral construction programs becomes very urgent which should be paid much moreattention.This paper firstly analysis the social and media background of the rise of moralconstruction programs. And then in the second chapter, the author makes a briefanalysis of its present development situation and practical significance it can offer. Inthe third chapter, taking the CCTV society and law channel’s "moral observation"program as an example for the communication strategy research, especially on itscommunication content and narrative method. In the fourth chapter, mainly focusingon the functions of the moral construction programs. There are basic functions(namely moral information transfer function), derived function (including the moraleducation function, reduce moral anxiety and warning, demonstration function, etc.),the ultimate function (construct function), and many other functions. Last but not theleast, there’s still much room for the improvement of the moral construction programs.Therefore, in the last chapter, the writer put forward some strategies in order topromote the healthy development of our country’s moral construction programs.