Program Content And Audience Analysis:FINANCE Of PHOENIX

With the severe economic downturn and the turmoil in the stock market,more and more audiences began to pay attention to the financial news,especially for retail private investors who hope to obtain much more financial news and information from the authoritative media to grasp the economic situation and professional knowledge,so as to get some professional reference and guidance for their investment behavior.As the mainstream of the traditional media,TV financial news has a dynamic and authoritative characteristics,so this study aims to explore the status of TV financial news and the audiences' awareness of TV financial news through the content analysis and audience analysis.This study associates quantitative and qualitative research methods,choosing FINANCE of Phoenix Infonews as the study object,which is produced in a mature capital market environment.Firstly,the author describe the topic,reporting type and reporting form of FINANCE via content analysis.Based on a comprehensive understanding of FINANCE,this paper deconstructs the text of comments and the host,analyzing the encoding and ideological tendencies in FINANCE.On the basis of content analysis and text analysis,the author separetely selects 10 respondents out of professional audiences and ordinary audiences,using grounded theory to dig into the audience's awareness and decoding way of this program.During this time,the author keeps repeated contacts with research subject and encodes the interview data three times.By constructing materials and repeated analysis,the author summarizes five types of decoding:dominant-hegemonic decoding,negotiated decoding,oppositional decoding,different decoding and invalid decoding.Then,the author tests the conclusion through a five respondents' focus group interview.The author finally gives FINANCE some recommendations based on the results of the content,text and audience analysis.This study focuses on the case of the TV financial news which is less concerned at present,and provides reference materials for the TV financial news' academic research and practical development.In the meantime,this paper provides a new methodological perspective for the future research and makes an innovation in both theoretical and practical dimensions.