讲坛类电视栏目的观念定位与发展路径

Concept Orientation and Development Path of Lecture-delivery TV Shows

近年来,在国家建设文化强国政策的导向下,受众对文化的追求日益加深,讲坛类电视栏目呈现出"井喷"之势,同时,这类电视栏目也面临生存压力大、市场竞争力弱等现实问题。若要获得更大的生存空间,需要进行正确的观念定位,明确发展路径。具言之,首先应依靠本土化的定位来实现差异化生存,充分利用本土文化资源,挖掘、整合和利用现有的地域性题材服务当地受众;其次,应平民化品位,将栏目定位从高端文化向平民化、草根化位移,消除栏目与受众的陌生感与距离感,打造雅俗共赏的文化产品;再次,还应重视人文精神和人文品格的塑造,正确地处理好娱乐性与人文性之间的关系,充分体现人文化品格,倡导以人为本的理念。只有这样,才能打造出富有品格内涵的文化栏目。

In recent years, under the national guidance of constructinga powerful cultural country,audience’ s pursuit of culture is increasingly deepened. Under such circumstances, lecture-delivery TVshows present a trend of “blowout” , but at the same time, they are also faced with practical issues suchas high pressure of survival and weak market competitiveness. In order to obtain a larger living space, itis necessary for them to havea correct concept orientation and be clear about their development path.Specifically, firstly, they have to rely on localized orientation to realize differentiation by making full useof local cultural resources to discover, integrate and use the existing regional themes to serve the localaudience; secondly, they have to establisha common orientation, transferring the column from high-endculture to common and grass-root culture. In this way, it can eliminate strangeness and distance andbuild both refined and popular cultural products. In addition, it is vital to attach importance to theshaping of humanistic spirit and character, and properly deal with the relation between entertainmentand humanity, thus fully reflecting the humanistic character, advocating people -oriented concept andcreating cultural columns with characteristic connotation.