当代广播音频媒体转向的基本理念

On the Basic Principles of Transformation of Contemporary Broadcasting Audio Media

媒体融合背景下,传统媒体普遍面临着转型。广播音频媒体转型的方向,不在于紧步互联网的后尘并进行粗略的模仿,而应该重回音频媒体的概念和传播本质。从音频介质的角度重新理解和定义广播音频媒体,可以挖掘音频媒体的心理学、社会学和传播学层面的价值,并以此为出发点探讨广播音频媒体的融合发展路径。广播声音媒体的转向和再造要围绕从数量增长到质量引导的转变、深度优质内容的开发趋势、场景化主导下的媒体用户体验、无处不媒介的内容解构魄力等进行。未来广播音频媒体内容创优创新要围绕FM的音频流阵地、点播音频作品阵地、"场景化"人群细分阵地三个方面展开。

In the context of media convergence,the traditional media are faced with transformation. The transformation direction for the broadcasting audio media is not to follow internet and emulate it roughly,but to return to the concept of audio media and the nature of communication. The paper tries to re-understand and define the broadcasting audio media from the perspective of audio medium,dig out its psychological,sociological and communicational values and explore the development access of the broadcasting audio media convergence. The transformation and recreation of the broadcasting audio media should be centered on the shift from the increase in number to the guidance of quality,on the development trend of the in-depth excellent contents,on the experience of users in contextualization,and on the gumption to deconstruct the contents of media everywhere. The creation and innovation of the future broadcasting audio media should be carried out in the following three aspects： the front of FM audio frequency stream,the front of audio-on-demand works and the front of sub-dividing ＂ contextualized＂ crowd.