社会化媒体的视角:广播内容生产与运营的新理念  

A New Idea for the Production and Operation of Broadcasting Content from the Perspective of Social Media

作　　者：孟伟[1] 万穗 

机构地区：[1]中国传媒大学传播研究院,北京100024 [2]中国传媒大学新闻学院,北京100024

出　　处：《河南社会科学》2016年第8期88-96,共9页Henan Social Sciences

基　　金：2013年国家新闻出版广电总局重点项目(GD1209)

摘　　要：近年,以社会化媒体为代表的新兴媒体重塑着全球传播环境,广播理念革新集中在内容生产与产业运营两个核心环节。20世纪80年代至今,广播内容生产与运营经历了"明星主持人制""中央厨房式"等一系列调整,这些在不同程度上促使电台通过节目更好地发展了与听众之间的社交关联。广播的传播特性与社会化媒体的核心精神有着天然的契合,广播是真正意义上实现个体互动的现代电子媒介,声音场景化传播的新理念,可以更好地产生沉浸式传播的效果。从新技术应用层面而言,广播紧跟互联网音频技术的发展,直接促使了广播媒体融合新理念的产生和发展。将社会化媒体技术运用到广播节目中,就要加强电台宏观把控,确保广播节目的安全运营。In recent years, the new media represented by social media is rebuilding the globalbroadcasting environment. The innovation of the idea for broadcasting focuses on the two core processesof production and operation. Since the 1980 s, the production and operation of broadcasting content haveundergone a series of adjustments from 'stars' to 'central kitchen' in order that the programs willfurther promote the communication between the broadcasting station and the audience to some extent.There is a natural connection between the propagation characteristics of broadcasting and the core spiritof social media. Radio is a kind of modern electronic media that can truly realize the interaction betweenindividuals. Nowadays, the spread of 'scenarized voice', a new idea of broadcasting will be liable torealize the immersive style. With regard to the application of the new technology, the development of theradio programs should keep up with the development of the internet audio technology, which willaccelerate the development of the new idea for the broadcasting media convergence. In the respects ofsafe broadcasting, safe operation and safe management, radio is free from the restriction of new mediawith the help of mainstream media platform, prompting the exploration of the new idea in broadcasting regulations.

关 键 词：广播 媒体内容 社会化媒体 媒体融合 广播管理 

分 类 号：G20[文化科学—传播学]