The Research On Media Image-building Of The"Avenue Of Stars"

"Media image" appeared in many communication studies literature, nowaday it is still controversial for its definition. Certainly for sure that, althought media image is a new concept, but since the day when media organizations, newspapers, radio and television media started to provide service when media images of objective reality.At present, domestic scholars and researchers have begun to pay close attention to the media image, but most of them are for a certain class of specific media, such as television, online media and others.Nowadays, most of the research on a TV program mainly focuses on program morphological analysis and program marketing strategy. At the same time, there is total blank research about media images on a TV show.In this article, the term "image" is introduced into the research of Communication. The research on television programs has opened up a whole new vision by introducing the concept of "media image" into an entertainment TV program "Avenue of Stars".Accouding to the research and practice, author believe that, to study the image of a TV show, researcher should consider both transmitter and recipient’s points of view.First of all, author analyzed the objective environmental which generates the media image of the "Avenue of Stars" as a transmitter. And then as a recipient, the author analyzed the main components of its media image. Last but not least, from a macro pointof view, the author able toshape the strategi can analysis of the media image of the"Avenue of Stars.Based on these researches and analysis, this article came up with the following conclusions:1.An object environment generated by the media image of the "Avenue of Stars" has two aspects:the impact from the dual system of CCTV and the impact from the public.2.The main components of "Avenue of Stars" image-building consist of core programs, key TV presenters, supporting media activities and iconic media slogans.3.There is a complex process of shaping and maintaining the media image of TV programs. By using core competitiveness strategy, CIS strategy, public relations strategy and culture strategy, the idea and decision of building image of "Avenue of Stars" are shown in multiple ways.It will be a dynamic and changing process, when we try to shaping a media images, which requires the media managers and decision makers to consider the situation; to have a clear understanding of the realistic resources based on their own media; to choose the best image components in shaping the value and significance of media image; to take full advantage of the abundant resources of the community. Then a distinctive media image which can fit audience psychology will be made.This article try to built a basic framework for the research of entertainment TV program media image, and opened up a new perspective of entertainment TV program research, aiming at providing theoretical guidance and specific operation model for the research and development of our entertainment TV programs.