所谓“收视率导向”,就是电视媒体中普遍存在的以收视率作为首要目标来引导节目制作、评价和运行决策的做法,追求尽可能高的收视率是这种导向的本质特征。之所以称之为“导向”,是因为追求高收视率的做法在电视业界已经有了广泛的认同,而且作为一种方向性的内容,追求高收视率正成为许多电视台的发展趋势。目前,我们正在从批判的角度研究收视率导向,很快将有系统成果问世.所谓收视率歧视也可称为媒介歧视,批评的矛头直接指向调查公司的样本户的比例问题。对于样本选择的问题,调查公司给出的理由一般是收视人群主体是城镇人口,农村人口的收视行为相对较弱,而且是不固定的。但是就收视率概念本身而言,它并没有区分所谓主流和非主流收视人群。实际上,就我国的收视率调查本身而言,它是有城市化倾向的,收视调查的所谓受众主体是指具有购买力的城市观众,即市民阶层,而农民、城市里的民工等弱势群体都被排除在收视率之外,因为他们并不具备购就我国的收视率调查本身而言,它是有城市化倾向的,收视调查的所谓受众主体是指具有购买力的城市观众,即市民阶层,而农民、城市里的民工等弱势群体都被排除在收视率之外,因为他们并不具备购物的能力。 The so-called “audience-oriented” is the prevailing practice in the television media that using the audience rating as the primary goal to guide program production, evaluation and operational decision-making. The pursuit of the highest possible audience rating is the essential feature of this orientation. It is called “guiding” because the pursuit of high ratings has been widely recognized by the television industry. As a directional content, the pursuit of high ratings is becoming a trend for many television stations. At present, we are studying the ratings-oriented approach from a critical point of view and soon we will see the emergence of systematic results, which can also be called media discrimination. The criticism is directed at the proportion of sample households in a survey company. For the sample selection question, the reason given by the survey company is generally that the main audience is the urban population, and the viewing behavior of the rural population is relatively weak and not fixed. However, the concept of ratings itself, it does not distinguish between the so-called mainstream and non-mainstream audiences. In fact, as far as China’s ratings survey itself is concerned, it is an urbanization trend. The so-called audience survey of the survey refers to the urban audience with purchasing power, namely the citizen class, while the vulnerable groups such as peasants and migrant workers in urban areas Is excluded from the ratings, because they do not have to buy for our country’s ratings survey itself, it is the tendency of urbanization, the so-called audience survey audience refers to the purchasing power of urban audiences, that is, the public class, Vulnerable groups such as peasants and migrant workers in urban areas are excluded from the ratings because they do not have the purchasing power.