我型,故我看——从生活型态看公众收看电视节目的差异  

Will I Choose TV Programs for My Style?—An Analysis of Preference for TV Programs of Chinese Audience from the Perspective of Lifestyle

作　　者：李洁[1] 许鸿昌 程曦[3] 

机构地区：[1]电子科技大学政治与公共管理学院,四川成都611731 [2]台湾交通大学传播研究所 [3]中国科技大学人文学院,安徽合肥230000

出　　处：《西南交通大学学报（社会科学版）》2017年第1期65-71,共7页Journal of Southwest Jiaotong University(Social Sciences)

摘　　要：了解不同类型受众的收视行为差异对电视节目的经营与制作具有重要意义。运用生活型态和使用与满足理论,针对不同生活型态的受众收看电视节目动机的差异提出假设,并对国内318名被试进行问卷调查,发现不同生活型态的受众收看电视节目的动机是不同的,除生活扩展型和享受人生型的受众与体育类节目的收看呈显著相关外,其他生活型态受众与不同类型电视节目的收看并无显著相关性。基于此,国内电视台在应对激烈的收视竞争时,一方面应丰富节目类型,避免同质化倾向,另一方面需采用同类节目播放时间差异化策略,提高收视率。It has great significance to understand the different viewing behavior of different types of audience for the management and production of TV programs. Using lifestyle theory and the Uses and Gratification theory as the theoretical framework, this study examines the relationship between lifestyle orientations and the different types of television programs in China. A questionnaire survey was conducted to collect data, and 318 effective questionnaires were recalled. The results show that TV viewers different in lifestyles have different motives in choosing television programs. While viewers of extensive-mode and enjoying-mode lifesyles have obvious preference for sports programs, there is no significant correlation between TV program selection and viewers of other lifestyle. In order to get better TV program ratings, domestic television should enrich program types on the one hand, and make use of time difference strategy to draw different audiences for the same program on the other.

关 键 词：生活型态 使用与满足 电视节目 收视动机 收视竞争 时间差异化策略 

分 类 号：G222[文化科学]