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在电视传媒已进入频道专业化、受众分散化、传播模式互动化的新传播时代,独特的个性和鲜明的风格无疑是电视频道生存和发展的根本。教育电视若要改变其严肃有余、活泼不足的“布道者”印象,其传播风格应着眼于轻松活泼、智慧幽默重新定位。从传播对象的心理特点看,这种传播风格有助于降低观众对教育电视接受的“费力”程度;从电视文化的特有品性看,这种传播风格是对电视规律的尊重与把握;从现代教育的发展趋势看,这种传播风格契合了“愉快教育”的理念诉求。
In the era of new communication where television media has entered the channel specialization, audience diversification and communication mode interaction, the unique personality and distinctive style are undoubtedly the basis for the survival and development of television channels. Education TV to change its serious, lively enough “preacher” impression, its communication style should focus on the relaxed and lively, intelligent and humorous re-positioning. From the perspective of the psychological characteristics of the object of communication, this kind of communication style helps to reduce the viewer’s “laborious” degree of acceptance of the educational television. From the peculiar character of television culture, this kind of communication style respects and rules the law of television. According to the development trend of modern education, this communication style suits the idea of “happy education”.