中国电视市井化研究

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 Internet
    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 Internet Users' Main Purposes of Accessing the Internet (%)
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 Income 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