收视导向的商业艺术 平民主义的传播技巧——湖南卫视《晚间新闻》叙事策略探析

Ratings-driven Commercial Art and Civilian Population's Communication Skills——A Study on Narrative Strategy in Hunan Satellite TV's Evening News

湖南卫视《晚间新闻》的成功,源于收视导向的商业艺术、平民主义的传播技巧的综合运用,以及独特的新闻叙事策略。它在叙事话语上,采用"说新闻"的播报方式,注重轻松性、口语化和自然美;在叙事结构上,"调侃新闻"、"奇观展示"一显一隐地表征着两条行进路线,生成文本意义;在叙事视角上,运用富有交流性、亲切感的第二人称叙事视角,借助柔性叙事策略,有效缩短受传双方的距离。

The success of Hunan Satellite TV＇s Evening News program attributes to comprehensive uses of ratingsdriven commercial art and civilian population＇s communication skills, and unique narrative strategy. On narrative discourse, it takes the way of ＂ saying＂ news rather than broadcasting mode, focusing on relaxation, colloquial and natural beauty. On narrative structure, ridicule News obviously and wonders show covertly, represent two different ways to produce text＇s significance. On narrative perspective, it relies on the second person＇s perspective, which is full of enough communication and friendliness, with the flexible narrative strategies, shortening the distance between the two sides of receive and transmit effectively.