毕业论文-收视率标准对国产电视剧的影响研究.docx
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1、收视率标准对国产电视剧的影响研究On the Influence of the Standard of Audience Ratings on the Domestic TV Play目 录摘要1Abstract1绪论31 收视率与中国电视剧市场311收视率的定义3111收视率的计算3112收视率的采集4113收视率的调查4114收视率与收视份额4115收视调查网的数量分布512收视率的误差513收视率的造假5131收视率造假的手法6132收视率造假的案例6133收视率防伪技术614当前电视剧市场一瞥:世界最大的电视剧生产国6142寡头竞争:央视索福瑞和AC尼尔森7143硝烟散尽,一家独大。9
2、15小结102收视率对国产电视剧的影响1021对电视剧创作的影响1022对电视剧定价的影响11221收视率梯度和价格梯度。11222强势收视率下的“以点论价”11223相互博弈,去赌观众1223对电视剧投入成本的影晌12231圈外人及游资的涌入,哄抬了价码12232以明星博取收视率,制作成本暴涨1324 电视观众结构变化对收视率调查结果的影响及其对电视剧选题的效应13241总收视时长呈下降趋势13242中老年观众收视率呈上升趋势14243适龄人群收视率变化导致节目制作的转向15244对电视剧选题的影响16245收视率失衡导致相同题材跟风问世16246狗血桥段刺激观众神经。17247“重大题材”
3、遭遇胡挖乱采17248收视率注水使艺术成为商品的附庸1725对电视剧评判的影响1826小结183影响美国电视剧制作导向的因素与模式分析1831 美国电视剧的生产模式18311生产方式18312销售方式19313交易方式19314评价方式19315传播方式19316市场收益2032对中国电视剧评价与制作的启示20321警惕电视剧创作的过度商品化倾向21322抵御资本拉拢的诱惑21323源于电视的垄断2133 小结224电视剧制作机构如何应对收视率标准2241 认识唯收视率下的强势电视媒体22411抵制虚幻满足的消解力量23412避免平面化作品及单向度人格2342清醒的面对市场及面对战场2443
4、小结255改进电视剧收视率标准的思考与方法2551 客观评价收视率的作用2552攻玉之石:两例国外收视率调查方式之鉴26521德国:监管机构完备,避免利益寻租26522美国提供数据比对,监管认证严格2653扩大收视统计样本基数,加大造假成本2654拓展产业链,摊薄收视率误差影响。2655加大精品剧的制作采购,规避收视率风险2756完善监管政策,加以市场制衡2757开拓新的播出渠道,避免抢过“独木桥”2758提倡绿色收视率2859改变市场格局,收视率调查市场重新洗牌2851 0新技术下的细分市场分流:三网融合及数字化新媒体28511 小-结29结语30参考文献31致谢31摘 要本文在我国大力发展
5、文化产业的背景下,就风靡影视行业的收视率对国产电视剧及电视观众产生的影响为研究对象,把在我国收视率调查市场对峙着的双雄:央视索福瑞和AC尼尔森两家收视数据调查公司作为主要研究案例,对“唯收视率在当前电视剧评判和决策过程中所起的负面作用和消极影响予以剖析并提出应对解决的方法,以便在今后的理论导引和工作实践中,加以警醒和纠正,真正起到电视媒体在弘扬国家主流价值观、加速文化创新、繁荣影视产品市场进程中应起的作用。全文共分五个章节:第一章:收视率与中国电视剧市场。简述了收视率计算、采集、调查、统计的基本方法和途径,分析了造成收视率误差的客观原因,披露了收视率造假的一些主要方法和发生的案例,交代了有关国
6、内收视率调查市场寡头竞争后的垄断格局及产生问题的背景,概括了我国近年来电视剧市场和生产、发行、播出情况,说明我国电视剧市场目前处于严重的生产过剩状态。第二章:收视率对国产电视剧的影响。就收视率对国产电视剧制作中的一些主要环节,如定价、选题、成本投入以及质量评判所起的影响进行研究,着力分析收视率作为评判电视剧优劣唯一标准的种种弊端,以及造成难以催生反映我国丰富历史文化和社会主义文化复兴进程优秀电视剧的深层次原因。第三章:影响美国电视剧制作导向的因素与模式分析。介绍了美国电视剧的生产、交易、盈利、评价模式对中国电视剧生产与评价的影响和启示,分析了国内一些强势电视媒体在“唯收视率”的导引下,使电视剧
7、生产过度商品化,背离了国家媒体应肩负的社会责任。由于利益的驱动,大量热钱涌入,导致影视市场的无序竞争,优秀作品鲜有出现。观众呼唤反映社会焦点问题、催人奋进、传达F能量的作品问世。第四章:电视剧制作机构如何应对收视率标准。在收视率至上的节目评判标准下,“好看”是第一位的,“看什么”则退居其次,投资人和编导者的前途、利益和收视率挂钩,致使一些从业人员对社会责任的漠视,随波逐流,唯收视率马首是瞻。本章对高度垄断下的强势电视媒体和失实的收视率调查数据对我国电视剧市场和观众审美产生明显错误导向的问题予以批判,同时对军事题材电视剧如何应对收视率影响进行阐述。第五章:改进收视率标准的思考与方法。面对新媒体的
8、崛起和冲击,收视率调查的市场格局开始调整分化。就如何善用收视率杠杆,改进收视率标准,完善社会、政府、行业等利益链条外第三方的监管手段,使收视率调查统计数据向公正、科学、完善的方向发展,提出自己的思考、建议及解决方法。结语:指出了研究的基本结论和不足,提出了收视率调查统计行业改革的迫切要求。关键词:收视率,电视剧Abstract The dissertation dissects the negative function and effect of stressing only on audience ratings in judging TV plays and in making poli
9、cy decisions,and offers a solution,taking the influence of the audience ratings,popular in TV play and film industry, on the domestic TV plays and the TV play audience as research subjects,and the two rival rating investigation companies,CSM and AC Nielson as case study against a background of devel
10、oping cultural industry in ChinaThe solution will help to establish the correction theoretically and practically ,SO that the TV media Can play a role in the process of promoting and developing the values of our nation,accelerating the culture innovation,and making the TV and film market flourishing
11、 The dissertation consists of five parts:Part one,the audience ratings and the China TV play marketIt introduces the basic method and the way of the calculation,collection,investigation,and statistics of audience ratings,analyzes the objective cause which leads to the error of audience ratings,expos
12、es the main method of making up bogus ratings and some cases,accounts for the setup of monopoly after the multioligarchic competition and what leads to the problem,and mentions the domestic TV play market and the production,distribution and televising of TV plays,concluding that Chinese TV play mark
13、et is in a state of over productionPart two,the influence of audience ratings on the production of TV playsIt studies the influence of the audience ratings on some main chains in TV play production,such as fixing a price,selecting the topic,investing,and evaluating the quality of TV plays,and analyz
14、es the disadvantages of taking audience ratings as the only standard in judging the TV plays and the deeprooted reasons why there is few fine TV plays,which reflect the rich historical culture of China and the Chinese socialist cultural renaissancePart three,the factors and mode analysis affecting t
15、he guide of American TV play productionIt introduces the influence of the production,trade,profitability, and judge mode of American TV plays on the production and judge of Chinese TV plays,and the enlightenment,and points that some domestic popular TV media makes the TV play production over commerc
16、ialized under the guidance of stressing only on audience ratings,departing from the socialite responsibility a national media should takeProfits and massive hotmoney lead to disorder competition in the domestic TV and film market,SO that few fine TV plays are producedThe audiences look forward to th
17、e works which is inspiring,and dynamic,reflecting the social focusPart four, how the TV play production units cope with audience ratings standardTaking supremacy of audience ratings as judge standard,“pleasant to watch”is in the first placewhile“what to watchis inferiorAs the future and interest of
18、the investors,and the directors and writers are linked to audience ratings,some of the TV playmakers have no regard for the social responsibilities,drifting with the current and taking audience ratings as the only standardThe problem of giving the domestic TV plays and the audience wrong guidance in
19、 the case of monopoly by popular media and incorrect audience ratings is criticized in the dissertation,and at the same time,how the military TV plays cope with the audience ratings is discussedPart five,thinking and the method about improving the standard of audience ratingsWith the rise and challe
20、nge of the new media,the survey pattern of audience ratings begins to be adjustedThe author put forward his own thinking,suggestions and solutions in how to make maximum use of the leaver of audience ratings,to improve the standard of audience ratings,and to perfect the regulatory controls from the
21、third part beside the society, government and the industry which is in the same interest chain to make the statistics of audience ratings more fair, scientific and perfectConclusion:The dissertation shows the basic conclusion of the study and inadequacy, and the need of informing the industry of aud
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- 关 键 词:
- 毕业论文 收视率 标准 国产 电视剧 影响 研究
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