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。
诸廉所*《中国电视市井化研究(英文版)/上海外国语大学当代传媒与文化研究丛书》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自。
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，*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。
INTRODUCTION
The Rock and the Hard Place
Dynamic City, Tabloid TV
Key Research Questions
Methodology
The Arrangement of the Thesis
PART ONE CHINESE MEDIA IN TRANSITION
CHAPTERONE FROM MAOISM TO' MARKET
The First Period
The Second Period
The Third Period
The Fourth Period and the Party Principle
CHAPTERTWO INSTITUTIONAL SHIFTS
Shifting Governance--Decentralization
Shifting Finances--The Growth of Advertising
Shifting Environments: The Rise of the Inter
Shifting Corporate Structure Consolidation and Conglomeration
Shifting Horizons: Imports, Exports and Transnational Alliances
CHAPTERTHREE PROGRAMMING RESPONSES
Changing Emphases--From Instruction to Audience Building
Commerce and Representation--Tabloidisation
Tabloidisation with Chinese Characteristics
PART TWO SHANGHAI: MEDIA CITY
CHAPTERFOUR SHANGHAI, A UNIQUE METROPOLIS
The City as a City State
The City as a Cultural Laboratory
The City as a Consumer Centre
The City as a Media Hub
Summary
CHAPTERFIVE BROADCASTING IN. SHANGHAI
A City in Motion: Developments and Opportunities
Emerging Broadcasting Markets: Competition and Commercialism
Consolidation and Specialization: The Rise of the Shanghai Media Group
CHAPTERSIX THE DEVELOPMENT OF DRAGON TV
Motivation
Ambitions
Corporate Strategies
Competitions and Competitors
Summary
PART THREE REORGAN I SING REPRESENTAT I 0NS
CHAPTERSEVEN INSIDE DRAGON TV
Institutional Innovations
Programming Strategies
Dimensions of Tabloidisation
CHAPTEREIGHT TALKING POINTS: TONIGHT SHOW
Talk Shows in China
American vs. Dragon Tonight Show
A Case Study of Dragon's Tonight Show
CHAPTERNINE INVESTIGATIONS: DEPTH 105
Investigative Documentaries in China
A Case Study of Depth 105
Chinese-Style Tabloidisation in Depth 105
CHAPTERTEN POPULAR PLEASURES: GAME PLAYERS
The Gaming Culture in China
A Case Study of Game Players
Chinese-Style Tabloidisation in Game Players
CONCLUSION
BIBLIOGRAPHY
INTERVIEWS
ACKNOWLEDGEMENTS
List of Figures
Figure 2.1 The Control Structure of China's Television System (2000)
Figure 2.2 The Growth of Chinese Television Station
Figure 2.3 Chinese Inter Users' Main Purposes of Accessing the Inter (%)
Figure 2.4 The Percentage of Imported Programmers of the CCTV from the 1960s to the 1990s
Figure 3.1 The Share of Entertainment Shows in All Chinese Television Programmers(2000-2004)
Figure 4.1 The Map of Shanghai in 2003
Figure 5.1 Professional Channels in 2002 after the Specialization Reform
Figure 5.2 The Officially Announced Tree Structure of Shanghai Media System (2004)
Figure 5.3 The Control Structure of Shanghai Media System (2004)
Figure 7.1 The Organizational Structure of Dragon Ltd.
Figure 7.2 The Organizational Structure of Dragon
Figure 7.3 The Corresponding Position in Dragon Ltd. and Dragon
Figure 7.4 Audience Ratings of Dragon TV and Channel Young (27thJanuary 2004)
Figure 8.1 The Audience Ratings of Tonight Show from 294 December 2003 to 31 st January 2004
Figure 9.1 The Percentage of Shanghai--Related Reports in Depth 105 (1 st January 8th October 2005)
Figure 9.2 The Major Categories of the Programme Topics of Depth 105 (1st January 8th October 2005)
Figure 9.3 Comparison of Rating Figures of Depth 105 and 1/7 over the Same Period(19th February- 10th April 2005)
Figure 10.1 Sales of On-Line Games in China (2001-2004)
Figure 10.2 Geographic Share of Computer Related Markets in 2002
Figure 10.3 The Survey of Chinese Computer Game Players
Figure 10.4 The Personnel Structure of the Production Team of Game Players
Figure 10.5 Production Process of Game Players
List of Tables
Table 2.1 The Growth of Cable Television in China (1990-1998)
Table 2.2 Most Watched Channels in Beijing, Shanghai and Guangzhou (1998)
Table 2.3 The Growth of Advertising in China (1981-1998)
Table 3.1 Four Modes of Communication
Table 5.1 Shanghai Modem Industrial Park (2004)
Table 5.2 Shanghai Import & Export (US$ Billion)
Table 5.3 The Cost and Ine of Channel News and Finance (RMB Million) (2001)
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 (%)
Table 6.1 Published Cost of Commercial (15 RMB / 30 second;) in Dragon, Former Shanghai Satellite TV, and Channel Young
Table 8.1 The Schedule of Tonight Show (2003)
Table 8.2 The News Items That Were Chosen and Presented in One of the Tonight Show (2003)
Table 9.1 Topic List of Depth 105 (1st January-8th October 2005)
Table 10.1 The Contribution of the On-Line Game Industry toward Relevant Industries (2004)
Table 10.2 The Content List of Game Players
Table 10.3 Analysis of Rrating Figures of Game Players in January, February,and March 2004
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