真人秀节目是目前世界范围内发展最为迅速的节目类型,促进其蓬勃发展的动因则是多方面的,技术和理论的进步即是其中之一。本文从媒介技术进步和传播理论、营销理论发展等方面论述了它们如何为真人秀节目的传播与营销提供了条件与指导。 Reality TV shows are the fastest growing program types in the world at present, and the reasons for their vigorous development are many. The progress of technology and theory is one of them. This article discusses how they can provide the conditions and guidance for the transmission and marketing of reality shows from aspects of media technology progress and communication theory and marketing theory development.