The Narrative Research Of Phoenix TV From New Narratology's Perspective

Facing challenges brought by network and new media industry,traditional TV industry has to step up the pace of reformation.Recent years itness new phenomena in the TV industry and its boundary expanding to some degree thanks to the efforts and attempts of industrial activists. Although in the ever intense competitive situation and the factors that the TV media rise or fall have been more complicated,more facts show that,insisting on innovation and program quality is the key to success.Based on the special orientation,Phoenix TV has been an important window of communication among mainland,HK and Taiwan and attracts much attention. Phoenix TV 's high-quality and stable TV programs during the significant ongoing reformation of the TV industry has become a model in the industry.And the “Low-invest, High-return” phenomenon of the Phoenix TV 's programs also triggers thoughts in the academic and TV field.In order to inspect the uderlying reasons,this study focuses on the new narratology's perspective,and has set up the research frame by using the mode of narrative communication from James Phelan,the rhetorical narratology theorist.Various theories from new narratology,narratology were also used.First,this paper defines the research object,and discussed the necessity and the possibilities by using Phoenix TV as the TV media'endorsement of image.This paper also discussed the development process and features of Phoenix TV by narrativity dimensions.Secondly,this paper investigated systematically and comprehensive of the complete narrative process and narrative behavior from different levels of narrator,narrative text,narratee.At last,this paper mainly tries to answer the following three questions:how will Phoenix TV take charge of narrative subjects,how will Phoenix TV construct narrative text and how Phoenix TV convey the narrative intention.This study starts with the question:how will narrative be constructed,taking turns talking about what kind of role narrative plays and how narrative would work,and then puts forward the discusses of cultural spread,ideology and all the relevant issues.This study in order to find some helpful common grounds in program qualities and brand effects and also for the future development of TV media.These discusses and results would complement the narrative researches on TV field in China,and supplement the concerning researches on Phoenix TV as well.