“再部落化”时代基于感知的广播价值回归

The Return of Value Perception-Based Radio Broadcasting in"Retribalized"Era

在电子媒介使人们"再部落化"的今天,广播因其听觉传播的感知特性能够更好地突出其无可替代的价值。在媒介融合的趋势下,广播应走出认识误区,从听觉感知出发,遵循和把握声音和听觉的传受规律。一方面突出其宣传服务功能,另一方面回归"声本"属性,在媒介竞争更趋激烈的今天,实现受众"完整人"的塑造及共同创造美好生活的价值取向,完成新一轮的自觉进化,回归自身的媒介价值。

Nowadays,digital media makes people"retribalized"because of its perceptual characteristics of auditory communication,and radio should be able to better highlight its irreplaceable value.In the trend of media convergence,broadcasting should go rid of cognitive bias,start from the auditory perception,follow and grasp the law of sound and hearing transmission.On the one hand,it should highlight its function for publicity,on the other hand,it should return to the"audio based"attribute.In today’s increasingly fierce media competition,it should realize the value orientation of helping the audience to shape a"whole person"and jointly create a better life to complete a new round of conscious evolution and return to its own media value.