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摘要:习近平总书记强调，媒体在竞争中要与时俱进，媒体市场的竞争随着网络媒体的兴起和发展日益凸显，必须正视和适应竞争，在竞争中谋发展。新媒体环境下，尽管电视媒体仍拥有庞大的受众群，电视媒体的影响力正在逐渐减弱。因此，在新媒体环境下，提升电视媒体的影响力是电视媒体不断发展的重要要求，文章主要从受众对电视的关注度、喜爱程度和信任度不断降低，广告市场占有率下降的电视媒体影响力现状出发，分析电视媒体影响力下降的原因：过分追求经济利益是可信度降低、对电视节目的喜爱程度下降、受众在新媒体上花费了更多的时间以及对广告的认可程度下降，进而从把握“双重属性”、完善人才和创新机制、注重互动吸引受众回流、加强监管提高电视广告品质和媒体融合等角度提出塑造电视媒体影响力的策略。41623
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毕业论文关键词:电视媒体;影响力塑造; 新媒体;受众
Analysis the Influence of TV Media Under the New Media Environment
Abstract：As General Secretary Xi Jinping has put an emphasis that, the competition in media is on the rise with emergence and development of the Internet. So it is very necessary for the media to keep pace with the times and develop among the competition, facing and adapting. Against the backdrop of new media, although TV media still enjoys a huge audience base. TV media is experiencing a weak affect.
Therefore, under this circumstance, it is much required for TV media to promote itself influence. Article mainly from the audience on television attention, love and the degree of trust degrees will be reduced, the advertising market share decline in the rate of TV media influence on the status quo of and analysis of TV media influence decline reasons: excessive pursuit of economic interests is credibility decreases, decreased the level of popular TV programs, audience in the new media spent more time and decreased the degree of acceptance of advertising, so as to grasp the "dual property", improve the mechanism of talent and innovation, pay attention to interactive attract audience back, strengthen supervision and improve the TV ad quality and media integration point of view put forward modeling strategy of TV media influence.
Key Words: Television media;Influence in shaping;New media;Audience
目 录
摘 要 1
Abstract 1
一、电视媒体影响力概述 2
二、新媒体环境下电视媒体影响力下降的表现 3
（一）受众对电视媒体的信赖程度降低 3
（二）受众对电视节目的喜爱程度下降 3
（三）受众花费在电视上的时间减少 4
（四）电视广告的市场占有率下降 4
三、新媒体环境下电视媒体影响力下降的原因分析 5
（一）过分追求经济利益使可信度降低 5
（二）电视媒体的节目雷同缺乏吸引力 5
（三）受众在新媒体上花费了更多时间 6
（四）受众对电视广告的认可程度减弱 6
四、新媒体环境下电视媒体影响力塑造的策略 7
（一）把握“双重属性”增强电视媒体的可信度 8
（二）完善人才和创新机制提高电视节目的质量 8
（三）电视媒体注重与受众互动吸引受众回流 8
（四）加强电视广告监管提高广告的品质 9
（五）加快实现电视媒体与新媒体的融合 10
参考文献 11
探析新媒体环境下电视媒体的影响力塑造