互联网语境下电视媒体传受关系浅探

Analysis of Relationship between Hosts and Audiences in Internet Context

近几年,互联网对传统电视媒体的意见表达间或爆发,这不仅代表网民对具体节目、具体媒体改革的呼唤,也体现着互联网语境下传统媒体及其代言人——主持人与受众关系的悄然变化。网络时代受众意见表达的特点具有发现与传播的迅速、有效,网络意见留存的持久性、完全性,意见表达的含混、情绪化等特点。网络意见的集中特点虽然是其优势,但这种优势并不能够一直保持。建议传统媒体及其主持人走下神坛,主动出击,拓展多媒体交互式营销宣传手段,在变革之前引领风气之先。

Opinions from Internet towards traditional TV media have occasionally broken out recently.This represents not only the requirement from net users for changes in media,but also the implicit changes between the host and the audiences.In network era,ideas from audiences are sent and broadcasted much faster than before.In the same time,these ideas would be kept in network much longer than before.Although concentration of the ideas from network is taken into consideration,this advantage would not be kept for long.This paper suggests that traditional media and hosts should take the advantage of network to lead the change by expending promotion approach of multimedia interaction.