半岛电视台经营成功的经验探析

论文编号:WHCY095 论文字数:10487,页数:14 附任务书,开题报告,外文翻译,文献综述

 摘要：诞生于阿拉伯沙漠深处的半岛电视台，在2001年爆发的阿富汗战争中声名鹊起，一举成为阿拉伯世界最具国际影响力的新闻媒体，甚至成为了中东小国卡塔尔引以为傲的一张名片。在西方媒体掌握话语权的今天，半岛电视台作为东方媒体的代表，在世界新闻领域进行了一场成功的“革命”，夺回了原本被发达国家媒体垄断的对国际重大事件进行叙述和诠释的话语权，也因此被冠以“阿拉伯世界的CNN”的美誉。
 中国的国家电视台与半岛电视台有着诸多的相似之处，都是由政府出资建设，都设有24小时国际新闻频道，都是发展中国家媒体，都希望能够成为建立世界新闻传播新秩序的先行者等等，半岛电视台北京分社社长伊扎特·舍赫鲁尔先生也曾指出，在国际传播领域，中国和阿拉伯国家始终是一对难兄难弟，不断的遭到西方主流媒体的丑化和诋毁。因此，中国媒体和半岛电视台应该加强交流，互相借鉴。在此基础上研究学习半岛电视台的成功经验，有助于中国媒体打造自己的媒体品牌、提高国际竞争力，为中国在国际传播领域争取更多的“媒介话语权”。本文试图通过对半岛电视台的深入解读，为中国媒体走向世界，寻找快速有效的方法和出路。
 关键词：半岛电视台；新闻频道；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

目录
 
绪论 1
一、 半岛电视台的发展现状 1
（一）阿拉伯语国际频道 1
（二）英语国际频道 1
二、 半岛电视台成功的传播策略 2
（一）节目形态西方化 2
（二）新闻报道本地化 2
（三）受众定位平民化 3
（四）现场画面独家化 3
（五）新闻议程自我化 3
（六）报道立场客观化 4
三、 半岛电视台成功的经营策略 5
（一）独特的经营理念 5
（二）先进的媒体管理模式 5
（三）多元化的员工和国际化的新闻制作团队 5
（四）全球化的采、编、播策略 6
（五）创新经营模式，拓展品牌张力 6
四、 半岛电视台的成功对于中国媒体的启示 7
致 谢 10
参考文献 11