探析电视真人秀《变形计》的传播策略.doc

摘要:当下，电视真人秀节目在中国电视银屏上层出不穷。众多的电视台纷纷推出自己的真人秀节目，试图在真人秀这一大市场中抢占一席之地，却带来了一阵阵克隆之风。在这样的一个泛真人秀的大环境下，《变形计》的推出让人耳目一新，给中国电视真人秀注入了新鲜的血液。文章从内容、形式特点、技术制作等方面剖析了《变形计》的传播策略，并分析了其成功之道路对中国电视真人秀节目的启示意义。中国电视真人秀应从多方面进行反思，挖掘本土资源；把握受众心理；整合媒体传播；彰显媒体社会责任，制作出适合本国国情和本地实际的有新意、有价值、有意义的节目，使中国电视真人秀节目朝着健康趋势发展。

关键词：电视真人秀；变形计；传播策略；湖南卫视

ABSTRACT:At the moment, the TV reality show programs appeared on the television screens in China one after another. Many TV stations have launched their own reality show programs, trying to occupy a place in the market of the reality show, which has formed a number of similar programs. In such a context of popularizing reality show, the introduction of X-change injected the fresh blood into the Chinese TV reality show. In this paper, it started from the content, form features and technical production of X-change and other operation layers, analyzed the reasons for its success. The impact of success of X-change on the TV reality show in China was beyond doubt. TV reality show in China should rethink from many aspects, dig the local resources, grasp the psychology of audience, integrate the media communication and highlight media social responsibility so that make out the programs which are adaptable to their own national conditions, new and valuable as well as meaningful, which makes that the TV reality show in China develop toward the health trends.

Keywords: TV reality show, X-change, Communication strategy, Hunan Satellite TV

　　　近年来，中国电视节目生产竞争越来越激烈，电视节目成功的传播策略成为了节目在竞争中求得生存发展的关键。如何充分体现节目的传播意图，如何使节目的传播效果达到最佳化，内容体现本土化，这涉到节目制作的各个环节。泛真人秀时代的到来，越来越多的相似的电视真人秀让观众感到厌倦，我们需要不断的创新来为中国电视真人秀节目注入新鲜的血液，为其发展带来生机。作为国内首部换位真人秀的大胆尝试，《变形计》的成功关键在于其成功的传播策略，文章试图从《变形计》栏目多方面的传播策略出发，探析其成功的关键，及其对国内同类型节目发展带来的启示意义。