《道德观察》节目说服方法研究

发布时间：2019-07-10 15:41

【摘要】：为了更好地发挥媒体在道德建设方面的作用,2011年10月国家广电总局出台《关于进一步加强电视上星综合频道节目管理的意见》,要求各卫视增设弘扬中华民族传统美德和社会主义核心价值体系的思想道德建设类节目。道德类电视节目的主要功能在于潜移默化的引导观众形成正确的道德观念,进一步来说,促使观众在现实生活中做出道德行为,谴责并远离不道德的行为。从传播学角度来说,这属于节目的说服功能。目前,央视和卫视级别频道共有多档道德建设类节目,节目质量也是良莠不齐。而《道德观察》节目由于播出平台高、播出时间久、制作精良等原因具有一定的影响力。故本文选取其为研究对象,研究它具体的说服方法以及说服方法存在的问题及改进建议。本文具体从《道德观察》节目的说服者、说服内容、说服方法等方面来探讨其说服策略。研究共发现了四种说服策略,包括权威说服、用事实说话、寓情于理、启发诱导式说服等。并通过与说服理论、传播心理学理论、道德心理学理论的结合,围绕着四种说服策略详细地分析了节目具体的说服技巧。研究中发现了说服方法存在的一些问题,包括宣传色彩过重、故事内容和节奏存在问题、过渡煽情、缺乏行为指导等。最后提出如何更好地解决存在的问题形成有效的说服机制。包括触摸最真实的感动,见证人性的光芒;全媒体语境传播,增强与受众互动;主持人嘉宾更具导向功能等。
[Abstract]:In order to give full play to the role of the media in moral construction, in October 2011, the State Administration of Radio, Film and Television issued the opinions on further strengthening the Program Management of the TV Star Integrated Channel, and asked the satellite TV stations to add ideological and moral construction programs to carry forward the traditional virtues of the Chinese nation and the socialist core value system. The main function of moral TV program is to imperceptibly guide the audience to form a correct moral concept, and further, to urge the audience to make moral behavior in real life, condemn and stay away from immoral behavior. From the point of view of communication, this belongs to the persuasive function of the program. At present, CCTV and TV level channels have a number of moral construction programs, the quality of the program is also intermingled. Moral observation has a certain influence because of its high broadcasting platform, long broadcast time and excellent production. Therefore, this paper selects it as the research object, studies its specific persuasive methods, the existing problems of persuasive methods and suggestions for improvement. This paper discusses the persuasion strategy of moral observation program from the aspects of persuasion, persuasion content, persuasion method and so on. A total of four persuasion strategies were found, including authoritative persuasion, factual persuasion, affectionate reasoning, heuristic induced persuasion and so on. Through the combination of persuasion theory, communication psychology theory and moral psychology theory, the specific persuasion skills of the program are analyzed in detail around four persuasion strategies. Some problems of persuasion methods are found in the study, including excessive propaganda color, problems in story content and rhythm, transition sensationalism, lack of behavior guidance and so on. Finally, how to better solve the existing problems to form an effective persuasion mechanism is put forward. Including touching the most real touch, witness the light of human nature; all-media context communication, enhance interaction with the audience; host guests have more guiding function, and so on.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G222

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