电视养生节目健康传播现状与问题探析
关键词 健康传播 电视健康节目 电视养生节目 健康传播宗旨 细分受众市场
毕 业 论 文 外 文 摘 要
Title Current situation and problems of health communication
-- Take TV health programs as an example
Abstract
Health communication is the important human communication activities. in society， Television， as the mainstream media, is the subject of health communication, and health communication carrier. By the television media production, health programs, health programs, and these took the important mission of health communication. In recent years, China's TV programs throughout the country health, Taiwan, provincial satellite TV, local stations, their number and occupancy rates are on the rise. But undeniable is, TV health program also exists some problems that can not be ignored, such as deviation from the health communication purposes, the lack of quality, the contents of a single program jump on the bandwagon with identical forms, entertainment etc.. From the theoretical and practical aspects, to overcome these problems of the corresponding strategy is: clear health communication purpose desalination entertainment, concentrate advantage brand, color segmentation audience market, rich communication channels.
Keywords Health communication Health television programs TV health program Health communication purposes Market segmentation audience
目 次
1．引言 1
2． 健康传播及其实践概述 1
2.1 健康传播的涵义 1
2.2 健康传播的实践发展 2
2.3 电视健康传播类型和内容考察 3
3 我国电视健康节目的现状分析——以电视养生节目为例 4
3.1 电视养生节目兴起的现实原因 4
3.2 电视养生节目数量及频道占用率 5
3.3 电视养生节目传播优势和趋势 7
3.4 电视养生节目传播模式分析 7
4 电视养生节目存在的主要问题 9
4.1 偏离健康传播的重要宗旨 9
4.2 节目一哄而上缺乏精品 9
4.3 节目内容单一、形式雷同 9
4.4嘉宾专业术语过多，观众理解受阻 10
4.5 娱乐化倾向削弱了健康传播科学性 10
4.6 健康传播生态环境受到污染 11
5 电视健康传播健康发展的策略思考 11
5.1 明确传播宗旨，淡化娱乐色彩 11
5.2集中优势，打造品牌节目 12
5.3 丰富节目内容和形式，满足不同受众需求 13
5.4细分受众市场，把握受众接受能力 15
5.5丰富传播渠道 16
结 论 18
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