作　　者： ; ;

机构地区： 广州大学新闻与传播学院

出　　处： 《广州大学学报（社会科学版）》 2008年第1期76-80,共5页

摘　　要： 《新闻日日睇》是广州电视台著名的民生新闻栏目。它在品牌塑造上的主要手段是准确定位和题材本土化、语言方言化、立场平民化,大打亲民牌;又注重通过跨媒体和其他社会活动对节目进行有效推广,使节目在短期内成为品牌。由于同类节目的竞争加剧,及该节目自身题材的局限、过于追求本土化和平民化等因素,该节目品牌出现了进入衰退期的迹象。要保持民生新闻节目的生命力,需要提升其格调,妥善处理媒体在政府和市民之间的关系。 The ＂Daily News Watch＂ is a famous people＇s livelihood news column of Guangzhou TV station. The main methods to build a brand are an accurate positioning, localized themes and dialectization of language. Also, the ＂Daily News Watch＂ promotes its programs effectively through cross-media and other social activities, thus developing it quickly into a brand. Due to intensified competition among its counterparts, its narrow themes, excessive localization and plebification, this brand program has entered a recession period. To keep the vitality of livestyle news, the program needs to upgrade its style and handle properly the relationship between the government and its citizens.

关 键 词： 民生新闻 本土化 平民化 品牌

领　　域： [文化科学]