收视率引入国内虽然只有十多年,却因为媒介生存环境的变化,很快受到学界和业界的广泛重视。但是,正是由于我们电视媒体的生存语境与西方完全不同,所承担的文化责任不同,我们有理由关注收视率所反映的电视产品的商业化问题,以及其背后的电视生存尴尬。因为,不管是在媒介高度发达的西方国家,还是在电视媒介市场化刚刚起步的中国,媒介产品的商品化都是一个值得关注的问题,也正如西方的媒介不是以“美国偶像”来展现其核心价值观一样,中国的媒介也是提倡主流文化的。作为最具大众化特征的电视媒体,收视率的评估机制虽然刚刚引入,其背后隐忧却已然显现,而其折射出来的电视生存状态的尴尬也呼之而出。 Though only a decade or so of the introduction of ratings into China, it has quickly gained the attention of academia and industry because of the changing environment of media. However, it is precisely because of the fact that the living environment of our television media is completely different from that of the West and the cultural responsibilities it assumes are different. We have reason to concern about the commercialization of television products reflected in ratings and the awkwardness of the television behind it. This is because the commercialization of media products is a matter of concern, both in the highly developed media and in the nascent market of television media. Just as the Western media did not come with “American Idol” To demonstrate its core values, China’s media also advocate the mainstream culture. As the most popular television media, ratings evaluation mechanism has just been introduced, but the hidden behind it is already apparent, and its embarrassment reflected in the television living conditions also come out.