新媒体时代湖南电台交通频道传播研究

发布时间：2018-06-02 15:53

本文选题：交通广播 + 湖南交通频道　；参考：《湖南师范大学》2016年硕士论文

【摘要】：随着汽车工业的发展、广播窄众化时代的到来,交通广播应运而生,且发展呈上升态势,湖南电台交通频道正是在此背景下诞生、发展起来,并逐渐形成了自己的特色。在新媒体时代,湖南交通频道积极寻求新型发展道路,拓展多元传播渠道,取得了较好的传播效果。深入研究它在新媒体时代的传播状况,对同类交通频道的新媒体化发展有重要的启示意义。首先,运用PEST分析法对湖南交通频道在新媒体时代的传播新语境进行研究,分析其现阶段在政治、经济、社会、技术方面的优劣势,阐述新媒体时代为其发展带来的机遇和挑战。其次,研究新媒体时代湖南交通频道的传播策略。湖南交通频道通过对受众的精准定位,充分发挥本土优势,精心打造传播内容,塑造了良好的品牌形象。它还紧跟媒介融合趋势,与893汽车音乐广播、湖南移动电视进行合作,开设网络微电台,开通官方微信公众号、开发官方APP、拓展电子商务业务,立体构建传播渠道,实现多元传播,扩大了自身的传播范围。最后,通过对湖南交通频道的受众规模、收听时段、节目竞争力、受众反馈等方面进行传播效果的实证分析,进一步思考湖南交通频道未来发展的立足点在于:坚持正面舆论引导勇担社会责任、拓宽互动渠道满足受众互动需求、抓住新媒体发展机遇走媒介融合之路。
[Abstract]:With the development of automobile industry and the arrival of the era of narrow broadcasting, traffic broadcasting came into being, and its development was on the rise. Under this background, Hunan Radio Traffic Channel was born, developed and gradually formed its own characteristics. In the era of new media, Hunan Traffic Channel actively seeks new ways of development, expands multiple channels of communication, and obtains better communication results. It is of great significance for the development of similar traffic channels to study its communication situation in the new media era. First of all, using the PEST analysis method to study the new communication context of Hunan traffic channel in the new media era, and analyze its advantages and disadvantages in politics, economy, society and technology at the present stage. This paper expounds the opportunities and challenges brought by the new media age for its development. Secondly, study the communication strategy of Hunan traffic channel in the new media era. Hunan Traffic Channel through the accurate positioning of the audience, give full play to the local advantages, meticulously create the content of communication, created a good brand image. It has also closely followed the trend of media convergence, cooperated with 893 auto music broadcasting and Hunan mobile television, opened network microstations, opened official WeChat public numbers, developed official APPs, expanded e-commerce business, and built three-dimensional communication channels. The realization of pluralistic communication expands its own scope of communication. Finally, through the Hunan traffic channel audience size, listening time, program competitiveness, audience feedback and other aspects of the dissemination of empirical analysis. The foothold of the future development of Hunan Traffic Channel lies in: sticking to the positive public opinion guide to shoulder the social responsibility, widening the interactive channels to meet the interactive needs of the audience, seizing the opportunity of new media development and taking the road of media integration.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G229.2

【参考文献】