大型电视纪录片与中央电视台财经频道品牌建设  

Brand Construction for Large-scale TV Documentaries and CCTV Financial Channel

作　　者：董华峰[1] 李怡[1] 

机构地区：[1]北京工商大学艺术与传媒学院,北京100048

出　　处：《兰州大学学报（社会科学版）》2013年第5期38-42,共5页Journal of Lanzhou University（Social Sciences）

基　　金：国家广电总局社科研究项目"中国经济类电视节目发展现状及对策研究"

摘　　要：近年央视财经频道陆续推出了一系列大型电视纪录片,都收到了良好的口碑和收视率,它们已经成为央视财经频道提升品牌影响力的一个有效手段。回溯历史发现,这些大型电视纪录片其实和频道开播初期的大型"专题片"一脉相承,都钟情于宏大叙事。但20世纪90年代中期之后,立足宏大叙事的"专题片"曾伴随着我国媒体的平民化、世俗化转型而备遭诟病,进而被"日常生活叙事"所取代。今天,它重新回到人们视野并成为央视财经频道品牌建设的有效方式,不仅仅源于央视财经频道自身的权威性,其更深刻的原因在于一个充斥日常生活叙事的碎片化社会中,人们内心产生的对整体感和权威性的新的需要和渴望。In recent years, a series of TV documentaries were released by CCTV Financial Channel. They received high reputations and ratings, having positively improved the image and influence of the Channel. A historical review shows that these large-scale TV documentaries are actually in line with those feature films broadcasted at the initiative stage of this Channel. They all favor grant narratives. After the mid-1990s, feature films suffered from criticism as popularization and secularization gained their steam. They were gradually overtaken by those with daily-life narrations. Nowadays, it seems that feature films have come back to people＇s life and become an effective means to help establish brand for CCTV Financial Channel. This phenomenon not only illustrates the authoritative position held by CCTV Financial Channel but also a prevailing need for recognition and authority which had been lost in the fragmented narratives of life and society.

关 键 词：央视财经频道 大型电视片 宏大叙事 日常生活叙事 专题片 纪录片 

分 类 号：G229.24[文化科学]