全球化下中國大陸真人秀節目產製研究——以浙江衛視為例

Abstract

本研究探討在媒體全球化、區域化的趨勢之下，中國大陸引進產制真人秀節目的環節、影響因素與策略。本研究用「去地化」與「再地化」理論，以浙江衛視為例，將播出平台及其播出的四部真人秀節目為具體研究對象，透過參與觀察法與深度訪談法進行研究。 研究發現，在節目的產製環節之中，有許多因素會影響到產製的策略，主要是來自內因的「團隊的能力」、「節目的內容」以及來自外因的「政治與政策」、「錄製現場的環境」、「播出平台與推廣效果」。針對這些因素，製作團隊採用緊貼政策、節目包裝與內核的本土化、標籤化嘉賓、搭建團隊與保持創新的策略來達到提升節目品質與保證節目安全播出的效果。 作者認為，未來中國的真人秀將完成從智造到創造，從引進模仿到原創節目的轉變。世界真人秀市場中，中國將從「學習者」變為「指導者」甚至「引領者」。

With the trends of media globalization and regionalization, this research explores how reality shows in Mainland China use this strategy to introduce and produce programs and what the factors are affecting the production of reality TV show. This research uses 'de-localization' and 're-localization' theory, as the objects of the research are the broadcast platform of Zhejiang TV and its four reality shows. This study conducted participant observation and in-depth interviews, to collect data. Research finding show that many factors affect the production strategies, including goverment policies, recording situations, guests and team abilities, broadcast platforms and the publicity strategies of the five major factors affecting promotion. In response to these factors, the production team conformed to policies, localized programs, labeled guests, built a reasonable team and realized innovative ideas to improve quality of programs and ensure effectiveness of broadcast programs. The author believes that the future of China's reality shows will change from intellectual to create. In the global reality show market, China will change from 'learner' to 'mentor' or even 'leader.'