商业与文化之间的平衡——基于湖南卫视《天天向上》栏目非物质文化传播的考察

The Balance Between Commerce and Culture——On the Intangible Culture Transmission Over the Hunan Satellite TV Program Making Progress Every Day

在娱乐至上与消费主义的大背景下,电视媒介中的商业与文化的平衡逐渐成为引人关注的热点。其中,湖南卫视的《天天向上》节目在商业包装的基础上传播非物质文化,取得了良好的效果。基于此,在处理商业与文化的关系上,电视媒介要发扬电视的引导功能,避免同质化和过度娱乐化倾向;找准契合点,引导娱乐节目与文化联姻;同时要正视收视率背后的商业与文化的关系。

With China＇s sustainable and rapid economic development and increasingly fierce competi- tion in the media, the balance of cultural products between commerce and culture gradually become hot topics of concern, among which Hunan Satellite TV Program Making Progress Every Day has achieved great success in transmitting the intangible culture on the basis commercial packing, because of which, in dealing with the relationship between commerce and culture, the TV media should display TV＇s guid- ing function so as to avoid the tendency of homogenization and over - entertainment. We should find out the correct focus and guide the marriage between entertainment programs and culture, and at the same time we should confront the relationship between commerce and culture behind audience rating.