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【摘要】所谓方言，就是那些带有明显地域特点的，以地区、族群等划分的“小众化”语言。以方言作为播音员、主持人主要语言形式的各类广播电视节目近几年来逐渐升温。这些节目以娱乐类居多，但从影响趋势看，一些新闻节目特别是民生类新闻节目也采用方言的播报方式、这不得不引起人们的深入思考。
【关键词】方言;节目;电视;广播
1. Situation of dialect programs
In recent years, dialect programs have gradually occupied a lager part in the programs of each province. And all the stations hope the dialect programs can make huge money. The representative programs exert a tremendous influence because of the affection of audiences and listeners. As a result, many more stations are following their lead one after another. Dialect programs become the apple in those TV stations and radios.
2. Reasons of the popularity of the dialect programs
2.1 Limitation of mandarin
Mandarin is our national language by the standard of Beijing dialect which is based by the north dialects. But during the period of usage, the forms of sentences are too simple and the vocabularies are limited, the charm of mandarin can’t exhibit very well. So people turn their eyes to another direction——dialect. This language from people is nature, pure, impressive and humors. [1]
2.2 Dialect using in programs can fit closely the customs, cultural traditions and mental qualities of the local people.
Dialect includes many aspects of customs, cultural traditions and mental qualities. It reflects the local values and the special history in one district. In contrast with the using population and regions, dialect is livelier than the other foreign languages. As we know, if an announcer speaks the dialect smoothly, he or she always can be accepted and loved easily by the audiences. Take More Conversations Much Happier in Hunan TV station as an example, as long as it appeared on TV, the program attracted a lot of attention. It can help the audiences find back their origin nature when an announcer talks in dialect on the show. When the thought of audiences go along with the announcers on TV, the audiences can get a sense of belonging and identity. [4]
2.3. A program using dialect complies with the desire of people to multi-culture in the background of the open society.
Nowadays, behind the environment of multi-culture, it is a big change from modern culture to post modern culture. People prefer ease, fashion and stimulation rather than serious voices and elegant. They want to watch TV programs which can provide entertainment, ease pressure and transmit of feeling for them. Announcers speaking countrified dialect bring a feel of creativity and specialty and satisfy the demand of multi-culture. For example, Tea House on Weekend in Datong TV station invites Chai Jinghai, a famous local artist, to be the emcee to talk about the fashion in Datong. It didn’t feel countrified but give a feel of ease, and the feedback from audiences was very good. [2]
3. Thought and future of dialect programs
Thank to the heating of dialect programs, some mandarin programs have to calm down to think about its own form of speaking and advantages of contents. And then, the dialect programs should stop for a while to consider what the next step is and where is the future.
3.1 Set up its own brand and refrain from the sameness with each other.
Recently, the news about people and living has exposed some problems and advantages in the process of development. These kinds of programs have the same characters of broadcasting. How do they improve the competition in this environment has been a hot topic to discuss. The dialect programs firstly took the action so that they saved from the sameness of the programs in its form.
In our country, TV and radio stations have walked into a period of building up the brands. If TV and radio stations want to maintain a long life, the one thing they must do is to set up the brands and have the special characters and promote the value itself [3]. Once a TV or radio station get lager audiences, the audiences are always used to choosing this channel and the effects of advertisements are very good as well.
3.2 Approach closely to audiences and communicate with audiences freely and equally.
Dialect programs had fought for its place due to the specialty in the environment of fierce competition. For its heating from local audiences, the contents of programs should be in close touch with them and think over them so that the dialect programs can get a good relationship with audiences and make audiences remember even love the program in a short time.
In this society, the floating of population is quicker than ever before, so that the stations must take care of different audiences. The dialect programs should furnish a caption for different people so as to satisfy their different demands. If so, it can be equal of the spread and acceptance of news and also be favorable to the communication between cultures.
3.3 Proper control of quantities and make selection.
A research from Guangzhou Radio and Broadcasting Bureau found that the news about people and living was the focus of the audiences. Meanwhile, over 92 percent thought news channel should be characterized as more attention to audiences’ life. And 74 percent said the news should broadcast the changes of Guangzhou province. [5]
Broadcasting news about people and living is a behavior of getting close to the audiences. Dialect programs just spread the news through the special method——the dialects. But nowadays, a lot of dialect programs tend to be vulgar because they just regard the dialects as a packing. The ways of broadcasting news and the specialty of the contents are the key to the dialect programs. This is the strategy to survive in the competition.
4. Conclusion
All in all, dialect programs must see clearly the advantages and disadvantages themselves. When Stations put a lot of time and energy into caring about the needs of audiences, they can’t just pursue the quantities but pay little attention to the quality of programs. Different cities have different characters so that the dialect programs can not imitate with each other. If the programs want to build up the brands and develop very well, they should consider how to dig news deeply and improve the quality of the programs so that programs can service the local place and the audiences.
Bibliography
[1]M．Foucaul，The Archaeology of Knowledge and of Discourse On Language，trans，A．M．S．Smith，Pan－theon，New York，1971：8
[2]陈小敏，市场和行政博弈中的广播电视方言节目，湖南大众传媒职业技术学院学报，2006年5月.
[3]陈 竹，节目主持人使用方言的正负效应，当代传播，2006年第5期.
[4]胡志峰：《会诊中国电视》，文化艺术出版社，2005年版。
[5]刘昊元，试论节目主持人使用方言问题，《电影评介》2008年第2期
【关键词】方言;节目;电视;广播
1. Situation of dialect programs
In recent years, dialect programs have gradually occupied a lager part in the programs of each province. And all the stations hope the dialect programs can make huge money. The representative programs exert a tremendous influence because of the affection of audiences and listeners. As a result, many more stations are following their lead one after another. Dialect programs become the apple in those TV stations and radios.
2. Reasons of the popularity of the dialect programs
2.1 Limitation of mandarin
Mandarin is our national language by the standard of Beijing dialect which is based by the north dialects. But during the period of usage, the forms of sentences are too simple and the vocabularies are limited, the charm of mandarin can’t exhibit very well. So people turn their eyes to another direction——dialect. This language from people is nature, pure, impressive and humors. [1]
2.2 Dialect using in programs can fit closely the customs, cultural traditions and mental qualities of the local people.
Dialect includes many aspects of customs, cultural traditions and mental qualities. It reflects the local values and the special history in one district. In contrast with the using population and regions, dialect is livelier than the other foreign languages. As we know, if an announcer speaks the dialect smoothly, he or she always can be accepted and loved easily by the audiences. Take More Conversations Much Happier in Hunan TV station as an example, as long as it appeared on TV, the program attracted a lot of attention. It can help the audiences find back their origin nature when an announcer talks in dialect on the show. When the thought of audiences go along with the announcers on TV, the audiences can get a sense of belonging and identity. [4]
2.3. A program using dialect complies with the desire of people to multi-culture in the background of the open society.
Nowadays, behind the environment of multi-culture, it is a big change from modern culture to post modern culture. People prefer ease, fashion and stimulation rather than serious voices and elegant. They want to watch TV programs which can provide entertainment, ease pressure and transmit of feeling for them. Announcers speaking countrified dialect bring a feel of creativity and specialty and satisfy the demand of multi-culture. For example, Tea House on Weekend in Datong TV station invites Chai Jinghai, a famous local artist, to be the emcee to talk about the fashion in Datong. It didn’t feel countrified but give a feel of ease, and the feedback from audiences was very good. [2]
3. Thought and future of dialect programs
Thank to the heating of dialect programs, some mandarin programs have to calm down to think about its own form of speaking and advantages of contents. And then, the dialect programs should stop for a while to consider what the next step is and where is the future.
3.1 Set up its own brand and refrain from the sameness with each other.
Recently, the news about people and living has exposed some problems and advantages in the process of development. These kinds of programs have the same characters of broadcasting. How do they improve the competition in this environment has been a hot topic to discuss. The dialect programs firstly took the action so that they saved from the sameness of the programs in its form.
In our country, TV and radio stations have walked into a period of building up the brands. If TV and radio stations want to maintain a long life, the one thing they must do is to set up the brands and have the special characters and promote the value itself [3]. Once a TV or radio station get lager audiences, the audiences are always used to choosing this channel and the effects of advertisements are very good as well.
3.2 Approach closely to audiences and communicate with audiences freely and equally.
Dialect programs had fought for its place due to the specialty in the environment of fierce competition. For its heating from local audiences, the contents of programs should be in close touch with them and think over them so that the dialect programs can get a good relationship with audiences and make audiences remember even love the program in a short time.
In this society, the floating of population is quicker than ever before, so that the stations must take care of different audiences. The dialect programs should furnish a caption for different people so as to satisfy their different demands. If so, it can be equal of the spread and acceptance of news and also be favorable to the communication between cultures.
3.3 Proper control of quantities and make selection.
A research from Guangzhou Radio and Broadcasting Bureau found that the news about people and living was the focus of the audiences. Meanwhile, over 92 percent thought news channel should be characterized as more attention to audiences’ life. And 74 percent said the news should broadcast the changes of Guangzhou province. [5]
Broadcasting news about people and living is a behavior of getting close to the audiences. Dialect programs just spread the news through the special method——the dialects. But nowadays, a lot of dialect programs tend to be vulgar because they just regard the dialects as a packing. The ways of broadcasting news and the specialty of the contents are the key to the dialect programs. This is the strategy to survive in the competition.
4. Conclusion
All in all, dialect programs must see clearly the advantages and disadvantages themselves. When Stations put a lot of time and energy into caring about the needs of audiences, they can’t just pursue the quantities but pay little attention to the quality of programs. Different cities have different characters so that the dialect programs can not imitate with each other. If the programs want to build up the brands and develop very well, they should consider how to dig news deeply and improve the quality of the programs so that programs can service the local place and the audiences.
Bibliography
[1]M．Foucaul，The Archaeology of Knowledge and of Discourse On Language，trans，A．M．S．Smith，Pan－theon，New York，1971：8
[2]陈小敏，市场和行政博弈中的广播电视方言节目，湖南大众传媒职业技术学院学报，2006年5月.
[3]陈 竹，节目主持人使用方言的正负效应，当代传播，2006年第5期.
[4]胡志峰：《会诊中国电视》，文化艺术出版社，2005年版。
[5]刘昊元，试论节目主持人使用方言问题，《电影评介》2008年第2期