2014年,我国广播电视宣传管理的方针、导向可以概括为三个关键词:公益、文化、原创。其中“文化”是指广播电视节目将重视传统文化资源的开发,增加中华文化元素的表达和运用,既从源远流长、博大精深的民族文化中汲取创新创优的素材和灵感,又提升节目的文化品格和精神内涵。近些年来,尤其是一些地方电视台在市场经济的大潮中,被收视率所左右,在经济效益和社会效益面前,选择了前者,逐渐滑向了放弃文化立场,迎合观众世俗趣味的境地。一 In 2014, the guidelines and guidance of China’s radio and television publicity and management can be summarized into three key words: public welfare, culture and originality. Among them, “culture” means that radio and television programs will emphasize the development of traditional cultural resources and increase the expression and application of Chinese cultural elements. They not only draw inspiration and innovation and excellence from the long history and profound national culture, but also enhance programs Cultural character and spiritual connotation. In recent years, especially in some local TV stations, the TV market has been dominated by ratings in the tide of the market economy. In the face of economic benefits and social benefits, the former has been chosen and gradually slipped to abandon its cultural position and cater to the audience’s secular interest. one