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本文结合2008年度“未成年人影视收视行为调研活动”的相关数据统计结果,从未成年人媒介接触度、未成年人对电视媒体的整体印象及对新闻类、社教类、娱乐类电视节目的具体评价等诸多方面对未成年人对电视媒体的基本认知进行深入分析。同时有针对性的将未成年人对电视动画与广告内容评价与消费意愿进行横向对比研究,进而对电视动画与电视广告在未成年人价值观及消费行为塑造上的作用进行科学评估。为使本次调研结果更具宏观指导性,本文亦提出了从节目创作角度,以尊重为前提进行理性细分;从媒介管理角度,以疏导为目的进行有机调控;从媒介素养角度,以“免疫”机制为基础普及媒介常识等优化电视传播对未成年人影响力的若干策略。
Based on the statistics of the 2008 “Survey on the Activities of Films and Television Programs by Minors”, this article analyzes the media exposure of minors, the overall impression of minors to the television media and the news, social education and entertainment Television programs and many other aspects of the specific assessment of minors on the basic understanding of television media in-depth analysis. At the same time, it also carries out a horizontal comparison between minors on the TV animation and advertising content evaluation and consumption willingness, and then scientifically evaluates the role of TV animation and television advertisement in shaping minors’ values and consumption behaviors. In order to make the survey more macroscopically instructive, this paper also put forward a rational segmentation based on the premise of respect from the perspective of program creation. From media management perspective, “Immunization” mechanism to popularize the common sense of the media and other strategies to optimize the influence of television dissemination on minors.