媚俗和市井化是电视市场化的必然产物，然而不同国家和市场的传媒市井化进程，时常会有不同的政治文化属性及表现形式。本书立足于文化分析和传播政治经学，针对具有中国特色的电视节目中的媚俗和市井化现象进行探讨，着眼于这一进程的文化属性，即其在不同的电视节目样式中吸引眼球、服务于电视商业化市场化的具体表现。本书结构从宏观到微观，从国家媒体到地方广电事业，最终以相对年轻的上海东方卫视为例，选取该频道上星之初的三个不同节目样式进行深入探讨，以揭示在具有中国特色的电视市井化进程中，各种政治文化属性的互动关联和各种表现形态。
目 录
INTRODUCTION 001
The Rock and the Hard Place 001
Dynamic City, Tabloid TV 003
Key Research Questions 005
Methodology 005
The Arrangement of the Thesis 006
PART ONE CHINESE MEDIA IN TRANSITION 009
CHAPTER ONE FROM MAOISM TO MARKET 009
The First Period 009
The Second Period 010
The Third Period 012
The Fourth Period and the Party Principle 013
CHAPTER TWO INSTITUTIONAL SHIFTS 018
Shifting Governance—Decentralisation 018
Shifting Finances—The Growth of Advertising 026
Shifting Environments: The Rise of the Internet 033
Shifting Corporate Structure—Consolidation and Conglomeration 037
Shifting Horizons: Imports, Exports and Transnational Alliances 044
CHAPTER THREE PROGRAMMING RESPONSES 054
Changing Emphases—From Instruction to Audience Building 054
Commerce and Representation—Tabloidisation 058
Tabloidisation with Chinese Characteristics 071
PART TWO SHANGHAI: MEDIA CITY 080
CHAPTER FOUR SHANGHAI, A UNIQUE METROPOLIS 080
The City as a City State 080
The City as a Cultural Laboratory 081
The City as a Consumer Centre 087
The City as a Media Hub 088
Summary 091
CHAPTER FIVE BROADCASTING IN SHANGHAI 092
A City in Motion: Developments and Opportunities 099
Emerging Broadcasting Markets: Competition and Commercialism 103
Consolidation and Specialisation: The Rise of the Shanghai Media Group 107
CHAPTER SIX THE DEVELOPMENT OF DRAGON TV 119
Motivation 119
Ambitions 120
Corporate Strategies 123
Competitions and Competitors 128
Summary 132
PART THREE REORGANISING REPRESENTATIONS 134
CHAPTER SEVEN INSIDE DRAGON TV 134
Institutional Innovations 134
Programming Strategies 142
Dimensions of Tabloidisation 149
CHAPTER EIGHT TALKING POINTS: TONIGHT SHOW 153
Talk Shows in China 153
American vs. Dragon Tonight Show 155
A Case Study of Dragon's Tonight Show 157
CHAPTER NINE INVESTIGATIONS: DEPTH 105 169
Investigative Documentaries in China 169
A Case Study of Depth 105 173
Chinese-Style Tabloidisation in Depth 105 190
CHAPTER TEN POPULAR PLEASURES: GAME PLAYERS 192
The Gaming Culture in China 192
A Case Study of Game Players 194
Chinese-Style Tabloidisation in Game Players 211
CONCLUSION 212
BIBLIOGRAPHY 215
INTERVIEWS 230
ACKNOWLEDGEMENTS 232
List of Figures
Figure 2.1 The Control Structure of China's Television System (2000) 020
Figure 2.2 The Growth of Chinese Television Station 022
Figure 2.3 Chinese Internet Users' Main Purposes of Accessing the Internet (%) 035
Figure 2.4 The Percentage of Imported Programmes of the CCTV from the 1960s to the 1990s 049
Figure 3.1 The Share of Entertainment Shows in All Chinese Television Programmes
(2000-2004) 058
Figure 4.1 The Map of Shanghai in 2003 080
Figure 5.1 Professional Channels in 2002 after the Specialisation Reform 107
Figure 5.2 The Officially Announced Tree Structure of Shanghai Media System (2004) 108
Figure 5.3 The Control Structure of Shanghai Media System (2004) 118
Figure 7.1 The Organisational Structure of Dragon Ltd. 138
Figure 7.2 The Organisational Structure of Dragon 138
Figure 7.3 The Corresponding Position in Dragon Ltd. and Dragon 138
Figure 7.4 Audience Ratings of Dragon TV and Channel Young (27th January 2004) 147
Figure 8.1 The Audience Ratings of Tonight Show from 29th December 2003 to 31st
January 2004 159
Figure 9.1 The Percentage of Shanghai—Related Reports in Depth 105 (1st January-8th
October 2005) 181
Figure 9.2 The Major Categories of the Programme Topics of Depth 105 (1st January - 8th
October 2005) 182
Figure 9.3 Comparison of Rating Figures of Depth 105 and 1/7 over the Same Period
(19th Febrruary-10th April 2005) 190
Figure 10.1 Sales of On-Line Games in China (2001-2004) 193
Figure 10.2 Geographic Share of Computer Related Markets in 2002 198
Figure 10.3 The Survey of Chinese Computer Game Players 199
Figure 10.4 The Personnel Structure of the Production Team of Game Players 201
Figure 10.5 Production Process of Game Players 205
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List of Tables
Table 2.1 The Growth of Cable Television in China (1990-1998) 024
Table 2.2 Most Watched Channels in Beijing, Shanghai and Guangzhou (1998) 025
Table 2.3 The Growth of Advertising in China (1981-1998) 029
Table 3.1 Four Modes of Communication 068
Table 5.1 Shanghai Modern Industrial Park (2004) 101
Table 5.2 Shanghai Import & Export (US$ Billion) 102
Table 5.3 The Cost and Income of Channel News and Finance (RMB Million) (2001) 110
Table 5.4 Changes in The Percentage of People That Switched on Television after 21-30
before And in The First Month of the Expanding of Prime Time (%) 112
Table 6.1 Published Cost of Commercial (15 RMB / 30 second;) in Dragon, Former
Shanghai Satellite TV, and Channel Young 125
Table 8.1 The Schedule of Tonight Show (2003) 162
Table 8.2 The News Items That Were Chosen and Presented in One of
the Tonight Show (2003) 164
Table 9.1 Topic List of Depth 105 (1st January-8th October 2005) 179
Table 10.1 The Contribution of the On-Line Game Industry toward Relevant
Industries (2004) 194
Table 10.2 The Content List of Game Players 202
Table 10.3 Analysis of Rrating Figures of Game Players in January, February,
and March 2004 206
