《百家讲坛》收视文化研究

Research of Lecture Room's Viewers

《百家讲坛》作为央视科教频道的一档知识讲座类栏目,随着其热播,引发诸多争论,最终演变成一个值得深思的文化事件。通过对该栏目观众收视行为的多层次分析,反观其文本潜在的多义性,反映其用以编码的一套意识形态话语策略内部存在的矛盾,矛盾背后凸显的是央视这一处于特殊地位的传媒机构与书斋型学术自治场对接而形成的文化资本,经电视这一大众媒介转换成大众文化资本过程中存在的悖论。

Controversies over the top-rating Lecture Room,which is an instructional program on CCTV Science and Education Channel,have provoked more and deeper thinking of this cultural event.This paper analyzes viewers' behavior in depth,and it finds that the complexity of the viewing culture which has come into being through a variety of decoding approaches in the program's transmission.A careful examination of the underlying meaningful plurality in the text helps reveal conflicts of strategies employed by the program to encode the ideological discourses.These conflicts reflect exactly an inevitable paradox which is brought about by mass culture capitalization,which is jointly promoted by CCTV,a unique press of prestigious position in China,and traditionally academic autonomous field.