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大学生是电视观众里一个比较活跃的阶层，年轻、生活单纯、善于汲取各种时尚、思潮，又充满批判精神。１９９７年北京高校陆续在学生宿舍安装电视机，改变了学生观看电视的习惯和校园电视文化。为了研究大学生收视行为与影响，２０００年１１月至１２月，北京师范大学艺术系九九级研究生进行《北京大学生视野里的中国电视形象调查》，调查范围是北京２３所大学的在校大学生。在访问的２３所大学中，清华、北师大等１３所大学由学校安装电视，北大、人大等１０所大学没有统一安装电视，但受访的学生大部分有收视条件。调查采用随机抽样方式，共发放问卷１１４０份，回收有效答卷１０２７份。这次调查既可以显示大学生的心理特征、精神气质与行为特点，又可以考察中国电视的成功与缺憾，以及影像文化中成长的一代人的电视观。
College students are a more active class in television viewers. They are young and have a simple life. They are good at drawing on various fashion and ideological trends and are full of critical spirit. In 1997, Beijing universities and colleges installed television sets in their dormitories one after another, which changed the students’ habit of watching television and the campus television culture. In order to study the college students’ viewing behavior and influence, from November to December 2000, 99-grade postgraduates from Beijing Normal University conducted the “Survey of Chinese Television Images in the Perspective of Peking University Students”, covering a survey of undergraduates in 23 universities in Beijing. Among the 23 universities visited, 13 universities such as Tsinghua University and Beijing Normal University did not have a unified television system installed by 10 schools, including TV, Beijing University, and National People’s Congress. However, most of the students interviewed had viewing conditions. A random sampling method was used in the survey. A total of 1140 questionnaires were sent out, and 1027 valid questionnaires were collected. This survey can not only show the psychological characteristics, mental temperament and behavioral characteristics of college students, but also examine the successes and shortcomings of Chinese television and the television view of a growing generation in image culture.