地市级广电行业薪酬管理困境和出路

在现代市场经济中,薪酬管理已成为人力资源管理的重要环节,对事业单位的竞争能力有巨大影响。文章通过对薪酬管理基本理论的解析,运用经济学、管理学等理论工具,分析了地市级广播电视行业普遍存在的薪酬管理问题,并针对这些问题提出了相关对策。     

电大远程开放教育学士学位授予的现状和发展方向探讨

电大远程开放教育的学位授予面临着学习者和教师认识度不高、学位英语是障碍、获得比例低等问题,通过对此系列问题的分析结合远程开放教育的特点提出了加强社会认同度、加强课程教学、拓展学位类型、学位制度国际化、建立学位补偿等发展方向的探讨。     

Price,Programming and Potential Competition in US Cable Television Markets

Potential competition in the US cable television industry is empirically examined for 385 markets. Predicted entry probabilities are included in a supply-demand model to permit empirical investigation of the effect of potential competition on incumbent cable operators price and channel programming decisions. Estimation results show incumbents offer more channels to consumers in markets facing greater potential competition from broadband service provider (BSP) wireline overbuilders and/or incumbent local exchange carriers. In particular, when the probability of entry rises to about 42 the average cable system provides six more channels, and price per channel declines from US$ 0.77 to US$ 0.66.JEL Classification: L8, L9, L11We thank Ben Compaine, Shane Greenstein, Anne Hoag, Donald Waldman, Bradley Wimmer, the editor of this journal, an anonymous referee, and participants at the 30th Research Conference on Communication, Information and Internet Policy (TPRC 2002), September 28–30, 2002, Hilton Hotel, Alexandria, Virginia, for comments. Armando Galarraga and Nana Puangpathumanond provided research assistance, and Jane Frenette and Jonathan Levy provided excellent help with FCC cable entry and competition data. The usual disclaimer applies.     

对企业电视宣传促进廉洁文化建设的思考

在国有企业全面推进廉洁文化建设对促进党风建设,营造良好的反腐倡廉企业文化具有十分重要的意义.做好舆论引导是国有企业电视宣传工作义不容辞的职责,充分发挥国有企业电视新闻舆论监督引导作用,推进廉洁文化建设,是企业廉政建设的永恒主题.     

Speaking the same language: the relevance of neuro‐linguistic programming to effective marketing communications

Individuals process each and every encounter with the external environment using sensory system representations (pictures, sounds, feelings, etc.). Studies of neuro‐linguistic programming have indicated that each individual tends to have a preferred sensory representational system with which they will internally code these experiences. Market segments are comprised of individuals who, although possessing similarities across traditional segmentation bases, also have different preferred sensory modalities. Therefore, if consumers within any given target market segment do not all talk the same sensory language, marketers are failing to get their message across to everyone within that segment. This study is concerned with examining the efficacy of television advertising in communicating to those within a target group by exploring the links between the advertisements that ‘speak’ to them most and their preferred representational systems. It finds that participant reactions to those advertisements that they regarded as having the most effect were expressed predominantly in language relating to their preferred sensory representational systems. Furthermore, where participants with different representational systems chose the same advertisement as having the most effect, the reasons for their choice differed on a sensory basis.     

现代花瓶或贤妻良母——当代中国电视广告中的女性形象综述

“现代花瓶和贤妻良母”是当今电视广告塑造的两类形象。传媒对女性的歧视和扭曲透露出强势的男权意识,其深远影响不言而喻。本文在综合历年对性别形象研究的成果基础之上,从性别呈现、性别解读、性别歧视根源以及性别影响等四个方面全方位解读电视广告中的女性形象。     

And now a word from our sponsor: Do consumers perceive advertising on traditional television and online streaming video differently?

Despite the increasing popularity of online streaming television (OTV), there is little information regarding how perceptions of the new medium differ from traditional television (TV) viewership. The research employed online interviews among young adult viewers of OTV and traditional TV to determine whether young adult consumers (aged 18–34) regard advertising viewed within online TV programming differently than they regard advertising viewed within traditional TV programming. While advertising has long been accepted by American consumers as a necessary element of most mass communication, this research suggests that viewers of OTV programming do not regard advertising as a means to subsidize the cost of online content. Rather, young adults appear to regard advertising as an intruder in the OTV environment. Furthermore, the results indicate that Ducoffe's Advertising Value model (1995) does not predict attentiveness to advertising viewed within the OTV context. Therefore, while OTV advertising may be held to a higher creative standard than traditional TV advertising, there is no indication that entertainment value contributes to an improved attitude toward advertising in the OTV environment.     

影视剧植入广告透视

在现代影视剧、电视节目中植入式广告以一种全新的广告形式被应用其中,这种广告形式对广告商以及电视节目、影视剧制作方来说都有一定益处,植入式广告可以做到盐溶于水,同时以注重创意,选择合适的品牌、合适的节目和适度自然的方式,而达到广而告知的良好效果。对受众来讲应该以宽容、平和、正确的心态去看待植入式广告,这样就可以享受到影视节目所带来的真正乐趣。     

电视传播的功能实现与唯美化趋向

半个世纪以来,电视作为大众传媒,全面实现了它的传播功能,而作为一种视听结合、跨越时空的艺术造型样式,其审美功能的全面实现还需努力。如果说,过去的40年,中国电视处于一个“自足时代”的话,那么21世纪的中国电视进入到一个电视文化的“自觉时代”。电视本体特征和文化特征,决定了电视声画造型的基本规律。当下电视艺术的唯美化趋向对电视人提出了增强审美意识,激发艺术想象,创造优秀艺术作品的高素质要求。