I. Introduction
At present, more and more people are beginning to realize the importance of media work, and media-related majors such as radio and television are getting hotter every year. From the earliest print media to electronic media; From the birth of radio to the popularity of television; Now the Internet has undoubtedly become the upstart of the people's media. As more and more information begins to explode and flood into our lives, each of us must also rely on various media. Faced with the overwhelming mode of communication, many people, including me, have begun to choose modern modes of communication, and broadcasting seems to be drifting away from my life.
When I learned that I had an internship in Shanxi Comprehensive Broadcasting, I first made a survey of people around me. Of the 20 people who participated in the survey, only 5 people have recently listened to the radio, and 3 of them are in taxis. Why? There are only two answers. One is at home. I usually watch TV and surf the Internet on the computer, and I have no chance to touch the radio. Second, I feel that I am not interested in radio, and I feel that only the elderly and drivers listen to radio. Then, is the current broadcast audience limited, and is the coverage and operation mechanism similar to those in our traditional consciousness? With all kinds of doubts, I came to Shanxi Comprehensive Broadcasting and started my internship for half a month.
Two. Overview of Shanxi Radio Station
First of all, broadcasting is an important propaganda media for the country to publicize the principles and policies of the party and the government, and it is the mouthpiece of the government, which has incomparable communication advantages over other media. Compared with the paper media and TV, it spreads faster, and can tell the audience the latest consultation through the voices of reporters and hosts at the first time. It has a wide spread area and few objective restrictions, and there will be no obvious differences among the audience.
Secondly, Shanxi Radio Station is a positive example of Shanxi media organization, both in authority and information operability. Especially after the reorganization in 2004 and the recent large-scale revision of 20 12, 1 1, both the richness of content and the exploration horizon have been improved scientifically and comprehensively.
At present, the broadcasting of Shanxi Radio and Television Station mainly includes comprehensive broadcasting, Shanxi economic broadcasting, health voice broadcasting, Shanxi traffic broadcasting, rural broadcasting, music broadcasting and art broadcasting.
According to the latest sophomore data, from May 15, 2065 438 to May/2, 20654381day, Shanxi Communications Broadcasting surpassed the Voice of China in china national radio, moving forward one place again, and at the same time it remained at the top of all frequencies of provincial TV stations. In addition to the program content close to people's lives, Taiyuan's traffic is more barrier-free, and drivers and pedestrians have an urgent thirst for knowledge for timely updated road information, which is a necessary guarantee for the listening rate.
In addition to Shanxi traffic radio, many frequency bands under Shanxi Radio Station are also deeply loved by listeners. Taking Shanxi Comprehensive Radio Station as an example, we briefly analyze the development trend of radio stations under the impact of emerging media.
Thirdly, the analysis of the present situation of Shanxi comprehensive broadcasting.
The predecessor of Shanxi Comprehensive Broadcasting is Taiyuan Xinhua Radio Station, Shanxi People's Broadcasting Station and Shanxi People's Broadcasting Station, which has a history of nearly 60 years. It is an important platform and mainstream frequency for current political propaganda in our province. Therefore, in the program setting, news, special topics, literature and art, and advertisements are the mainstay. News topic programs, in particular, will be the main body of comprehensive broadcasting.
During my half-month internship, I also attended many seminars on major news. By carefully creating core brand programs and carrying out publicity and planning activities around all kinds of major news in the province, the program quality has been further improved, the listening rate has soared and its influence has been continuously expanded. For example, important news such as China Expo, Agricultural Expo, 17th National Congress, etc. are all sent out at the same time through 12 medium wave transmitting stations and 4 FM transmitting stations in the whole province, which undoubtedly improves the comprehensive broadcasting coverage rate of Shanxi to the highest in the whole province.
In fact, during my internship, I found that although the listening rate of comprehensive broadcasting did not win the first place, it also had a fairly stable listening rate, but there was no big breakthrough. I am glad that my internship coincides with the revision of the program, from the previous two hours of "The Voice of Shanxi Morning" to the current four hours of "When the News is on". Content has been added to the previous survey? What information do you want to hear most? The traffic information in question, such as timely road conditions and flight information, is also replayed at 10: 30 and 1 1: 00 respectively, the important news in the province the day before and the news attention in the morning. It not only makes up for the fleeting feeling that radio brings to the audience, but also strengthens the popularization of new policies and new information in the news.
And before making a new propaganda tape, after many meetings and discussions, I analyzed the characteristics of the broadcasting language and the opinions and suggestions of the audience in the revised questionnaire, which not only added a new soundtrack, but also made the propaganda words and language style more vivid, giving you a solemn and vivid feeling. In this way, both the capacity and the program quality are more suitable for Shanxi people's attention than before, so in the recent survey in Weibo, the listening rate has been significantly improved.
During the half-month internship, I found that the emerging media actually have a certain influence on broadcasting, but the influence is far from what I expected. I think the reasons are as follows:
First of all, pronunciation is the main carrier of interpersonal communication. Even with the emergence of new media, people still rely on voice to get about 70% information. Broadcasting is spread by sound, which confirms a principle in communication, and the way of receiving determines the way of communication. In every communication activity, acceptance is always caused by sound, so the feedback from the audience becomes the trend of the next communication. This is also the reason why the listening rate of Shanxi traffic radio continues to be high, which is inevitably related to its program positioning. What is the slogan of integrated broadcasting? The news is not far away, just in my ear? News is inherently time-sensitive. Compared with the complicated collection, arrangement and generation of traditional media such as TV and newspapers, broadcasting can express the whole picture of news through the simplest voice. Although many people say that radio is no longer a necessity, popular emerging products such as mobile phones and walkmen can receive broadcast signals covering a wide area without being restricted by the objective environment, which is what any emerging media is eager for and difficult to achieve at present.
Secondly, under the impact of emerging media, broadcasting has been quietly changing. For example, structurally, it breaks the fixed program content. In the past, the comprehensive broadcast focused on central and provincial news. Now, there are not only sections that are close to people's lives, such as education, life and weather, but also traffic conditions and flight information that people pay more and more attention to. Constantly bring forth the old and bring forth the new, do a good survey in advance according to the latest needs of the audience, actively introduce new ideas, and can't wait until the audience's attention drops to analyze the reasons. Of course, many interactive links with the audience have been added to the news after the revision, which can not only deepen the program, but also make up for the defects caused by single-line communication, feedback the existing problems of the program in time and give full play to the advantages of broadcasting.
Third, in the face of the expanding influence of online media, broadcasting applies the modern advantages of the network to practical operation. At the end of 20 12, 10, the staff of Tencent expressed their hope to cooperate with comprehensive broadcasting to establish an audience interaction platform exclusively for Shanxi Morning Voice (the predecessor of news time) to better communicate with audiences, hosts and journalists. As the feedback of information dissemination, such a platform is more convenient and intuitive. Listeners can also download their own consultation online, which has changed the tradition that voices should not be preserved. By June 30th, 20 12, the number of netizens in China reached 420 million, with a penetration rate of 3 1.8%. The number of mobile Internet users increased by 43.34 million every year, reaching 277 million. The growth rate is amazing. The active mobile phone network undoubtedly provides a carrier for the development of broadcasting industry to win a new generation of listeners. Under the influence of emerging media, traditional broadcasting has gradually found its own position, which has solved the limitations, unidirectionality and linearity of its own communication. Expanding the influence of broadcasting in the network needs continuous exploration and planning.
Fourthly, more and more people have joined the work of radio stations. Nowadays, many colleges and universities regard radio and television editing and directing as a new major to train today's talents when planning enrollment. Taking our school as an example, the radio and television director major of Shanxi Normal University is showing an increasing trend in terms of teacher allocation and enrollment, and these students are bound to enter the radio and television related industries to study and experience in the future. This has trained a large number of professionals for radio and television institutions at all levels, and made a major breakthrough in talent reserve, and it is bound to continue to expand the broadcasting team in the future. There will only be more people working in radio stations. First of all, driven by its own propaganda, it will play a certain role in promoting the propaganda and development of broadcasting. With a fixed audience, the traditional close influence will form an expanding trend and form a virtuous circle in the communication process and feedback behavior.
Fourth, the future development trend
After half a year's study and practice, I think that broadcasting is still one of the indispensable and irreplaceable traditional media in people's modern life. Instead of falling behind because of the impact of emerging media, the influence of emerging media has expanded the development environment of radio stations, made up for the inherent limitations of radio stations, and provided a broader stage for the future development of radio stations.
From the perspective of national policies and guidelines, the future radio programs will be diversified. No matter from the revision of our station or the general trend, diversified, multi-directional and multi-angle programs will become the mainstream of the information age. With the improvement of people's living standards, spiritual and cultural construction has become the focus of people's attention, but in the past, a single content can no longer meet the needs of the audience. We should make the best positioning in program development and production, and try our best to make bold attempts in broadcasting style and mode on the basis of telling the truth. The purpose of the messenger is to deepen the content, cover a wider range of people, and meet the diverse needs of the audience with rich and colorful personality.
We should make full use of the network to develop the process of broadcasting construction. China is still a developing country. Informatization is both an opportunity and a challenge for China Radio and Television. The speed of network development is amazing, but most broadcast websites are still in the initial stage of construction, and there are many practical problems, such as few people interacting, no special analysis of the feedback link of the program, it is difficult to deal with the problems existing in the existing programs in time, and a series of problems are trivial and specific. Therefore, whether in technology or in other aspects, it is necessary to further practice the integration of webcasting, truly realize the effective and optimized combination of broadcasting and network, and better serve the audience.
Verb (short for verb) Thank you.
Thank you very much for the social practice internship opportunity given to me by Shanxi Radio Station. I am also deeply grateful to every teacher and classmate who has helped me in the past half month. I am also very grateful to my intern teacher Chen Liang. You taught me how to set foot on the society is the first step, and I will make persistent efforts to foster strengths and avoid weaknesses.
Thank you again sincerely.
;