成就宣传一向是主流媒体必然承担的社会责任,因为带有明显的意识形态倾向和媒介权力烙印而容易在传播策略方面失衡,或流于空泛的说教,或陷于琐碎事件不成体系。对于依靠具体的形象和声音作为主要叙事符号的电视媒介,尤其难以把握。如何做到高屋建瓴与踏实好看兼得,一直是电视专题成就报道力图实现的传播目标。在我国,上世纪八十年代盛极一时的“政论片”、九十年代兴起的纪实主义风潮,都曾对此有过不 Achievement advocacy has always been an inevitable social responsibility of the mainstream media. It is easy to lose its balance in communication tactics because of obvious ideological tendencies and stigmatization of media rights, or is vaguely preached, or in a fragmented trivial matter. It is particularly difficult to grasp the television medium that relies on specific images and voices as the main narrative symbols. How to achieve high-quality housing and practical good-looking has always been the achievement of television coverage of thematic reports. In our country, the “political films” that flourished in the 1980s and the wave of realism that emerged in the 1990s have all had no effect on this