2006年年初,《武林外传》在中央电视台第八套节目播出后引起了较人反响,收视率在短时间内迅速上升。这部被称为“e时代中国式情景喜剧”的作品,走分众化传播路线,在电视观众日益分流的趋势下探索出新的传播策略。一、目标锁定年轻观众据网上调查,该剧的观众大多为20～35岁的青年人,且一般有一定的网络使用经历,对网络文化、武侠文化、王朔小说以及无厘头式的语言文化较为熟悉。有人认为,《武林外传》将这部分逐渐远离电视的人群重新吸引到了电视机前。我国情景喜剧如《我爱我家》、《欢乐家庭》、《炊事班的故事》以及《闲人马大姐》等,无论从创作者的主观意图还是从客观的传播效果来看,都是面向绝大多数观众的,在观众的文化群体归属和年龄方面没有太大的选择。在一定程度上,这些剧获得成功与其受众的广泛性有关。而《武林外传》则从年龄和文化属性的角度进行了受众市场的定位,且采取的是一种纵向的定位方式。这样一种目标定位方式依赖于相似 In early 2006, “Martial Arts Rumor” caused more repercussions after the eighth program of CCTV was broadcast, and the ratings rose rapidly in a short period of time. Known as the Chinese-style sitcom in the era of “e”, this popular communication line explores a new communication strategy under the current diversion of television viewers. I. Targeting Young Audiences According to the online survey, most of the audience for the series are young people aged 20 to 35, and generally have some experience of using the Internet. They are more familiar with network culture, martial arts culture, Wang Shuo’s novels, and nonsensical language and culture . Some people think that “martial arts rumor” this part of the gradual distance from the television re-attracted to the TV set. China’s sitcoms such as “I Love My Family”, “Happy Family”, “Story of Cooking Class” and “Sitter Ma Sister”, both from the creator’s subjective intent or from the objective spread of the results of view, are for the vast Most viewers do not have much choice in terms of the audience’s cultural affiliation and age. To some extent, the success of these plays is related to the breadth of their audience. The “Martial Arts” from the perspective of age and cultural attributes of the audience positioning of the market, and take a vertical orientation. Such a target orientation depends on the similarity