Discussion On The Creative Forms Of Radio Fragmentation

In recent years, a variety of new media emerge in an endless stream. They constantly changes, makes the audience segmentation more and more detailed and clear. This phenomenon has caused a certain impact on the traditional media, but offers the opportunities and challenges as well. Radio, as one of the representatives of the traditional media, has met the "era of fragmentation” while facing the consumption habits change of the audience. The "fragmentation" of radio program is also an important direction of the reform. After discovering and researching itself, Hunan people’s Radio Station FM106.9 has created a new "fragmentation" program system in the region of Hunan. It obviously has certain guiding significance for the whole operation of the radio station to analysis and textual research on such fragmentation program.The author start with the development of communication mode of the whole radio program "fragmentation", analysis the current state of the fragmentation program, on which the entire broadcasting industry has researched and found out that in such mode, the studies about radio host is quite few. But as such mode is an inevitable direction of development of the broadcast program, it is quite necessary to study the radio host under the environment of the development of the broadcast program.The whole article is divided into five chapters under the idea of rising, analyzing and solving the issue. The author analyses the benefits and problems such fragmentation of the program mode brings and finds the answer from the host’s identity of communicators.In the first chapter of the introduction part, the author mainly discusses the reason of study on the broadcast fragmented communication mode. First, the author clears that the fragmentation of the broadcast program is an important development direction in the future of broadcast programs. Then, as the studies about the host are quite few in such mode, it is necessary and imperative to complete.In the second chapter, the author mainly analyzes the origin of the “fragmentation" mode of transmission. The original meaning of the “fragmentation” refers to the concept that after crushing a complete thing, it produces a lot of zero.blocks. This concept is widely used in the field of philosophy and social science of which the modernism has researched of. Nowadays, as the constant stratification of our society, it has formed different groups, according to such as their own needs, social status within each stratum. With the development of the social and economy and the rising of the people’s living standards, each group has developed more kinds of consumer choice, lifestyle and ideology. Even people in the same age, doing the same job or achieved the same education degree, they will also have a different outlook on life and values. According to the “fragmented” consumption habits of audience, broadcast media also products “fragmented” voice, use which to cater to the market.The third chapter-- the current situation of the development of Hunan people’s Broadcasting Station FM106.9, is mainly analyzed the advantages the fragmented broadcast program of the propagation pattern brings and summed up the benefits to the radio station, such as Hunan people’s Broadcasting Station FM106.9, a new updated radio station, after using the broadcast fragmented communication mode. Those benefits include the rise of the audience rate, the raise of the attention and the flexibility of carrying advertising marketing. In the end, the author put forward the determination of developing such mode in the future.The fourth chapter "the effects on the host in the fragmented mode of the music radio program" is mainly analysis the negative impact on the host, which is an important information communicator of the radio station in such fragmented mode. After the previous two chapters discussed, in this chapter, the author presented questions about such fragmented mode and saw the weaknesses and drawbacks of it. In the production line the of the entire broadcast program, from the manuscript selection, the compilation, the audio production, and then to the final broadcast, the host often took all the work as flow, especially in the music radio station, the host often wears several hats. Because of these, the hosts of the broadcast radio have crucial effect to the entire broadcast program. Identity brand image of the radio host is not only the image target that the media self expected and shaped, but more important is the ability to determine the component the host in the eyes of the public. Radio hosts disseminate the information through the sound language, at the same time they build their own personality label brand image. Such fragmented program has certain negative impact on the built of the host’s personality. The author in this chapter summarized the conflict of the fragmented mode occurred during the construction of transmission mode and the host personality shaping.The fifth chapter mainly aims at the influence which produces to the host in the fragmented pattern and proposed solutions and approaches. First is clear the position of the radio station in order to find the direction of their own personality shaping, and let his own personality shaping executable in his radio; personal orientation is according to the different characteristics of each people themselves, includingvoice, habits and hobbies, to find a suitable own personality shape of the direction of development; master their own perspective of music, is let the music playing on their own personal tab, in the same time period or within their own programs. Music played by a personal style is also one of the ways of shaping personality; create personalized sound image: the radio host uses only voice to communicate with audience, by this special way of communication, if an radio host want to left the impression on the hearts of the audience, they must put efforts on their sound by using different kinds of sound techniques, to find a suitable scientific vocal style and to create their own very identity of sound image; the host shape their own image through broadcast media in front of the public, but such fragmented mode discounts the way that host only shape the personal image through broadcast media. Today, the host can through the micro-blog, WeChat and hot APP individual website such as multiple media, use a variety of media channels to create their own specific image in the public mind.Finally, the author has carried on the summary to the full text. Information transmission now has entered “the era of fragmentation” as well as the broadcast media. Radio host as an important disseminator of broadcast media, how to deal with such communication mode is worth all radio practitioners’ serious considerate and study. Through the integrating of marketing resources, reasonable using of various new media for three-dimensional communication and seizing the opportunities the new mode brings, the radio host will radiate new vitality. With the development and changes of communication technology, and radio audience’s present fragmentation trend, research on broadcast media fragmented propagation model will be more careful. The author takes Hunan people’s Broadcasting Station FM106.9 as an example, found the radio host encountered bottlenecks and problems in such mode and put forward a series of solutions and approaches, hoping to give all radio presenter reference and guidance on working in process.