从《感动中国》制作特点谈诉求“感动”的特别电视节目的传播策略规划

摘要

中央电视台大型年度人物评选节目《感动中国》的创新之处主要有三个方面:其一，对人物评选类节目的创新。《感动中国》对“感动”这一单一的评选标准进行多元化解读，获奖人物呈现多元化、平民化特征，并在节目策划、制作流程方面有所突破，采用多部门、媒体协作完成整个评选活动，在颁奖晚会的制作时内容与形式并重，运用多种场面调度元素烘托气氛;其二，在对获奖以及候选人物的报道手法上，《感动中国》从受众心理出发，内容上契合受众精神与道德层面的需求，注重评选人物的年度感和人物报道的人性化，与受众形成良好的互动关系，让受众参与到整个评选过程中来，使评选出的人物为受众所接受、认可，创新了典型人物的报道方式;其三，《感动中国》将颁奖典礼与新闻节目嫁接，在注重栏目质量的同时，注重对节目进行品牌包装，成功打造了电视媒体“精神品牌”。《感动中国》坚持正确的价值取向:其一，在节目的文化构成、文化层次、文化类型方面均体现出多元化的文化内涵;其二，《感动中国》坚持正确的舆论导向，通过节目引导人们树立正确的道德观和积极向上、朝气蓬勃的人生态度;其三，在节目中坚持以人为本的工作理念，注重在节目制作过程中体现人文关怀，贴近群众，并为群众所喜爱。

关键词：感动中国，制作特点，传播，策略，研究；

Abstract

Continued expansion in the scale of higher education today, as a commitment to take the subject more looking forward to college, has been an unprecedented development, but also brought many problems and opportunities. Gradually become the cultural, intellectual and research centers, universities should be a lot of attention is its wing. However, people should see the crisis of survival is a college of higher education needs of the excellent situation overshadowed stimulus. A large number of colleges and universities to update the hardware facilities, whether the university management is ever increasing, this, we can not be answered in the affirmative on this

issue. Be promoted at the same university status, the University has gradually intensified the competition between, the competition requirements of the University led the state and society to create the necessary institutional environment for its development and material conditions, but also started to pay attention to their own sound problems. Constantly improve the organization depends on the scientific and efficient management. Higher level of administrative efficiency is directly related to the development of higher education and modernization process. China's investment on higher education by level of economic development constraints, one was also unable to Manzu higher education and social development needs, one solution is to improve higher education administrative efficiency and rational allocation and use of existing educational resources to maximize play existing human, material and financial role. Thus, administrative efficiency in the modern university management, occupies an extremely important position.

Key words: university, administration, efficiency, research;

目录

摘要 (1)

Abstract (1)

目录 (2)

引言 (3)

一、《感动中国》年度人物评选的诞生与发展 (4)

1.1、《感动中国》的诞生及发展 (4)

1.2、《感动中国》对“感动”的解读.................................................... 错误!未定义书签。

二、《感动中国》栏目简介 (5)

2.1、年度人物的评标准 (5)

2.2、《感动中国》的人物遴选流程........................................................ 错误!未定义书签。

三、《感动中国》的创新分析 (5)

3.1、对人物评选节目的创新 (5)

3.2、获奖人物平民化.............................................................................. 错误!未定义书签。

3.3、节目策划、制作流程的创新.......................................................... 错误!未定义书签。

3.4、创新典型人物报道.......................................................................... 错误!未定义书签。

四、传播策略 (6)

4.1、内容上契合受众精神与道德层面的需求 (6)

4.2、注重选择能够反映时代精神的人物，突出节目的年度感 .......... 错误!未定义书签。

4.4、将典型人物人性化处理.................................................................. 错误!未定义书签。