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受众在电视节目的内容创作规范和传播策略制定上起着决定性作用。本文认为,央视社会与法频道《普法栏目剧》的受众群体有着平民化特质、多元化趋势的特征,在收视上表现出夜视化倾向、重播收视热情较高,普遍存在窥探心理及求新、求知与参与的心理。只有明晰栏目的目标受众构成特征、收视行为以及定位,才能进行规范化创作,更好地发挥传播效果。
The audience plays a decisive role in the specification of television content creation and in the formulation of communication strategies. This article argues that the audience of CCTV Social and Legal Channel’s “Law Popularization Drama” has the characteristics of common people and diversified trends. It shows a tendency of night-vision on viewing and a higher enthusiasm for replaying and viewing, and there is widespread snooping and seeking for new ideas , Knowledge and participation of the psychological. Only a clear part of the target audience characteristics, viewing behavior and positioning, in order to standardize the creation, to better play the communication effect.