Predictors of Social Television Viewing: How Perceived Program,Media, and Audience Characteristics Affect Social Engagement With Television Programming

This study investigated social television viewing by introducing the social engagement construct. Three categories of factors, television program related perceptions, social media characteristics, and audience attributes, were proposed to predict the social engagement experience. This investigation tested 10 audience motives for using social media to engage with television content. It was found that social engagement is a complex process driven by multiple factors, particularly, program-related variables such as affinity, involvement, and genre preferences, as well as individuals' innovativeness trait.     

关于观众排斥电视广告现象的思考

虚假广告、广告形式媚俗、表现手法雷同与重复、创意单调与生硬等是人们对电视广告产生排斥的主要原因。观众排斥电视广告将使广告主投资失去效应,影响电视广告行业的发展。     

Audience Segmentation and Age Stratification Among Television Writers

Previous research on the Chinese media focused on political propaganda in the information media. This project extends this stream of research to analyze mass mediated entertainment, China Central Television's annual Spring Festival Galas, in the previous 26 years. Based on 475 performances from a sample of 13 complete Galas, this study confirmed a high presence of political propaganda and social education content. Among the many dominant values, values related to national pride and the traditional New Year observed an increased presence in the Galas over the years. Results are discussed in light of the Chinese media, social, and political environment.     

受众与影视品牌战略发展的民族化思考--北京电影、电视观众基本情况调查分析

当看电影、电视越来越成为人们日常生活方式和文化生活的重要构成的时候 ,当影视作品越来越烙上商品的印痕进入当今文化消费市场的时候 ,当影视作为文化产品越来越超越国界地域自由地行走在地球村的时候 ,探讨中国影视现状与未来发展的问题 ,显得尤为迫在眉睫。我们所进行的北京市重点课题“中国影视受众理论的民族化研究” ,正是在这样的背景下 ,从北京市民观看电影、电视情况的问卷调查入手 ,以受众研究为基点 ,以观众调查数据为依据 ,努力剖析我国当前影视传播中存在的问题 ,集中对受众与中国影视品牌发展战略中的民族化问题进行深入探究。     

Toward Ethical Cyberspace Audience Research: Strategies for Using the Internet for Television Audience Studies

This article examines the possibilities for qualitative audience study afforded by the Internet, carefully detailing both the benefits and dangers o f such research. In answer to methodological issues resulting from online communication with subjects, the essay calls for the application o f various feminist and anthropological methodological practices, and considers methodological dilemmas related to perceived privacy, natural data and lurking, informed consent procedures, balancing anonymity, and data accessibility. In the course o f outlining methodological considerations especially salient when finding audiences through Internet spaces, we reflect on our own dilemmas in designing studies that meet the ethical standards of feminist methodology.     

Virtuality and the Television Audience: The Case of Futurama

This essay examines the impact of Internet-based discourse on television audiences by examining the specific case of the recent program Futurama. Futurama has inspired the development of a vast and diverse virtual community dedicated to discussions of the program and the production of a variety of secondary discourses. .     

数字电视对数字图书馆建设的影响

数字电视是一个全方位宽带网络系统,对数字图书馆建设的主要影响有:增加终端用户、扩充网络带宽、提高服务针对性,丰富信息资源,促进关键技术的完善和标准化进程,解决知识产权保护问题等。可以通过数字电视平台开展专业频道播出、视频点播、远程教育、数字参考咨询等服务项目。     

从苏州到杭州--中国数字电视发展过程中的力量博弈与制度重构

本文为2004年度中国数字电视研究的归纳总结,全文分析了中国广电系统制定的"三步走"、"四大平台"和"整体转换"三个核心战略,归纳了苏州、青岛、佛山与杭州的模式经验与不足,在此基础上对中国数字电视在推进过程中的多方力量进行了分析,指出各方力量的对冲与博弈将决定中国数字电视产业的前进方向与整体格局.     

Predictors of Localism in Public Television Scheduling in the United States

In the United States, public television claims itself a champion of localism. A prime-time schedule analysis of the Public Broadcasting Service's (PBS) member stations establishes localism scores, and discriminant analysis finds variables that predict differences among stations. Market level variables (income, education, ethnic diversity, geographic component) and organizational level variables (Community Service Grants, membership funding, overall revenue) affect localization of member stations' schedules. This is the first empirical study utilizing a structural operationalization of localism, inclusive of all programming genres, applied to PBS member stations.     

数字媒体阅读受众行为模式研究

文章结合创新扩散理论,构建数字媒体阅读受众采纳行为模型;根据数字媒体阅读受众行为特点,提出影响数字媒体阅读受众采纳行为的因素主要包括个体特性、社会特性及创新特性,并重点分析了这些影响因素的具体变量,从而形成数字媒体阅读受众采纳行为模型的外部影响变量,为进一步实证分析建立基础,并为深入分析数字媒体阅读受众行为模式提供参考。     

我国广播电视对农传播的媒介赋权与价值考量

在我国城乡二元结构的现实国情下,农村受众应当成为大众传媒关照的重点群体,在传播场域中为其留出足够的传播空间,并给予足够的关照.文章以拉斯韦尔的"5W"为分析角度,借助公共经济学、受众研究等研究范式,着重分析我国当前对农传播遭遇的现实困境,探究广播电视对农传播在价值循环过程中的尴尬,廓清在我国特殊的媒介政策环境下,大众传媒在对农传播过程中的媒介赋权不足及传播价值失衡现象.     

美国广播电视市场上通货:受众调查

文章讨论美国受众调查方法和企业的历史 ,调查报告的基本概念、主要内容以及调查的商业用途 ,勾勒出美国受众调查产业的发展和现状。     

Effects of Priming Social Goals on Personal Interest in Television News

Research indicates that personal interests drive news consumption, such that individuals neglect news items that are not of obvious personal relevance. This study tested whether an extrinsic social goal might increase personal interest in news through increased acquisition of, and perceived attention to news information, irrespective of pre-existing interest in the given topic. Results showed the prime increased information acquisition, as well as perceived attention to news. The prime also worked directly and indirectly through perceived attention to influence news interest in the predicted direction. Applications of findings for news teases and other promotional messages are considered.     

The Duality of Structure in China's National Television Market: A Network Analysis of Audience Behavior

This study adapts Giddens' structuration theory to assess audience agency and its relationship with media structures. It employs network analysis to examine the co-evolution of audience duplication patterns and elements of media structure in China's national television market. The findings reveal that Chinese audiences tend to gravitate to channels with greater market share, higher household penetration rates, and more drama programming. Furthermore, channels tend to adjust their levels of drama programming relative to patterns of audience duplication in the long run. Finally, there was evidence of higher-order patterns of audience behavior, suggesting the existence of channel repertoires, and market concentration.     

中国数字电视发展道路探析--2004中国广播影视数字发展年研究

国家广播电影电视总局确定2004年为"中国广播影视数字发展年",在原数字电视已有一定程度发展的基础上,这一年就数字电视发展问题召开了几次相关会议,取得了显著成就.2004年广播影视数字发展年中,数字电视的主要实践与改革为大力推进有线电视数字化,终端接收产业竞争激烈,数字电视产业如火如荼,生产方式变革.电视数字化探讨的理论学术问题主要为整体转换,突破内容瓶颈,可持续发展,数字电视经营战略,行业标准在探索中前行.本文就2004年数字电视的发展概况及上述问题等进行了简要的综述、回顾、与探析.     

数字技术时代的影视美学(上)

数字技术给当代人类社会带来的巨大变化已经初露端倪,本文全面梳理了数字技术给世界电视业和电影业带来的广泛变化,对数字技术所来的影响给予了肯定的评价和乐观的判断,此外,还对在数字技术基础上产生的多媒体文化和虚拟美学进行了深入的探讨.     

数字电视服务的消费需求分析

从媒体市场生态演变以及成本与效用关系的角度出发 ,本文分析了数字化电视服务销售观念中一些可能的误区。通过比较替代服务的方法 ,本文说明 ,目前数字化电视服务销售中所宣传的卖点 ,诸如播放质量、选择和互动功能 ,都还不能真正形成市场竞争优势。经营者必须摆脱从产品技术功能出发理解消费需求的角度 ,通过对需求的多种形式的调查研究 ,才可能制定出模拟到数字过渡期的成功的营销战略和策略     

Predicting Audience Exposure to Television in Today's Media Environment: An Empirical Integration of Active-Audience and Structural Theories

Scholars have long advocated empirical integration of active-audience and structural theories to best explain audience exposure to television. This study incorporated both uses and gratifications and structural variables in an integrated model of audience exposure. Results indicated that seven statistically significant factors—ritualistic motivations, use of the Internet, audience availability, the cost of multi-channel service, age, instrumental motivations, and gender—combined to explain 30.3% of the variance in audience exposure to television. Findings suggest that no single theoretical construct explains the complexities that determine exposure to television. Future inquiry should continue to seek theoretical and empirical integration as a way to understand and explain media behavior.     

电视的分众依然是大众--兼论电视与广播、电影的关系

在广播和电影发展史上,一个非常有意思的现象是,当广播变成有像的时候,电影正从无声走向有声。当代这两大传播媒介的历史在这时会合了——有声电影的尝试是从1927年以后开始的,与此同时,原本只能传送声音的广播正在进行传送图像的实验。电影理论家巴赞有一个“完整电影”的术语,简单地说就是声画都有的电影。电影从不完整到完整,相当于广播从有声到声像俱全——从广播里生出的电视即“完整广播”。     

The Next Generation Platform: Comparing Audience Registration and Participation in Digital Sound Media

Some radio stations emulate mainstream formats in an effort to attract “niche” audiences, characterized by cultural determinants such as language or religion. This study analyzed stations that follow religious music subgenre formats. The most prominent religious music format. Southern Gospel, along with Country Religious and Black Gospel, was found almost exclusively in the Southern region of the U.S. The majority of stations that featured these formats were AM. In contrast, Worship, Soft Rock, and Rock format emulations were broadcast primarily on FM, with Soft Rock formats most evenly distributed around the country. Religious Rock formatted stations gave significantly greater emphasis to promotion and lowest emphasis to ministry. Findings suggest that niche formats' success in appealing to identifiable cultural groups may rest on the effectiveness of station promotion to the intended audiences.