半島電視臺經營成功的經驗探析

文化產業管理論文編號:WHCY095 論文字數:10487,頁數:14 附任務書,開題報告,外文翻譯,文獻綜述

目錄
 
緒論 1
一、 半島電視臺的發展現狀 1
（一）阿拉伯語國際頻道 1
（二）英語國際頻道 1
二、 半島電視臺成功的傳播策略 2
（一）節目形態西方化 2
（二）新聞報道本地化 2
（三）受眾定位平民化 3
（四）現場畫面獨家化 3
（五）新聞議程自我化 3
（六）報道立場客觀化 4
三、 半島電視臺成功的經營策略 5
（一）獨特的經營理念 5
（二）先進的媒體管理模式 5
（三）多元化的員工和國際化的新聞制作團隊 5
（四）全球化的采、編、播策略 6
（五）創新經營模式，拓展品牌張力 6
四、 半島電視臺的成功對于中國媒體的啟示 7
致 謝 10
參考文獻 11

 摘要：誕生于阿拉伯沙漠深處的半島電視臺，在2001年爆發的阿富汗戰爭中聲名鵲起，一舉成為阿拉伯世界最具國際影響力的新聞媒體，甚至成為了中東小國卡塔爾引以為傲的一張名片。在西方媒體掌握話語權的今天，半島電視臺作為東方媒體的代表，在世界新聞領域進行了一場成功的“革命”，奪回了原本被發達國家媒體壟斷的對國際重大事件進行敘述和詮釋的話語權，也因此被冠以“阿拉伯世界的CNN”的美譽。
 中國的國家電視臺與半島電視臺有著諸多的相似之處，都是由政府出資建設，都設有24小時國際新聞頻道，都是發展中國家媒體，都希望能夠成為建立世界新聞傳播新秩序的先行者等等，半島電視臺北京分社社長伊扎特·舍赫魯爾先生也曾指出，在國際傳播領域，中國和阿拉伯國家始終是一對難兄難弟，不斷的遭到西方主流媒體的丑化和詆毀。因此，中國媒體和半島電視臺應該加強交流，互相借鑒。在此基礎上研究學習半島電視臺的成功經驗，有助于中國媒體打造自己的媒體品牌、提高國際競爭力，為中國在國際傳播領域爭取更多的“媒介話語權”。本文試圖通過對半島電視臺的深入解讀，為中國媒體走向世界，尋找快速有效的方法和出路。
 關鍵詞：半島電視臺；新聞頻道；媒介
 
ON THE SUCCESSFUL STRATEGIES OF MANAGEMENT OF AL-JAZEERA
  ABSTRACT: Established in the Arabic desert, Al Jazeera shot to fame during the Afghan War broke out in 2001 and rose up to one of the most influential News Media in the Arab World, it’s also well-known as a national business card of Qatar. In an era when western media is wielding the discourse power, the Al Jazeera that represents the eastern media is blowing a tornado of a successful revolution in the journalism field all around the world. This revolution in journalism industry, illustrates itself in the depiction and interpretation upon international event hotlist by seizing back the discourse power which used to be monopolized media in developed nations, so to speak. Consequently, Al Jareeza won its reputation as “Arabic CNN”.
 
 CCTV in China have pretty much in common with Al Jazeera such as sponsors from government, 24-hour news channels, their roots in developing country as well as the common aspiration of becoming the forerunner in the establishment of the new order in the fields of journalism and communication worldwide, etc. Ezzat Shahrour, the chief of office of Al Jazeera in Beijing, stated that in the field of international communication, China and Arab world should have been fellow-sufferers even comrades in arms who are always facing the challenge of the defaming and slander from the main-stream western media. Therefore, it is essential for both Al Jazeera and colleagues in China to enhance the communication and develop constant mutual emulation. Thereby, study and research based on the successful experience of Al Jazeera would be instrumental for media in China to build up international brand of its own and promote the international competitiveness so as to strive for more discourse power in the field of international communication. This essay is supposed to analyze the essence of the achievement of Al Jazeera to find a rational outlet and a fast effective approach for the internationalization of media in China.
 
 Keywords: Al Jazeera, News Channel, Media