Research On The Current Situation And Development Strategy Of China 's Broadcasting In The Emerging Media Competition

The accelerating development of digital technology has changed thespeed and direction of the evolution of media format.Redefinition andstrategic readjustment for Broadcasting are required with the emergenceof new media. The aim of this paper to analyze the hidden issues ofBroadcasting covered by its flourishing appearance.Both synchronic and diachronic researches indicate that radiobroadcast has the genetic characters of media convergence, which meansthe blurring and disappearing of boundary. However, the definition ofradio has its unique meaning——the voice. Three features of Voice: easyto go with、rich in thinking and imagination depended, make radiobroadcasting the simple medium in an era of rich media. Meanwhile,paradigm shifting is happening for the traditional radio industry in thenew medium ecosystem: the one-way massive broadcasting is turninginto a multi-directional communication with the feature of social network,community communication and net connection.Media ecology tries to explore and discover the triple interaction andchanging pattern between social system，medium system and mass peoplewith ecological perspectives and methodology. These three sides aregrowing into a symbiotic unit and are enjoying an closer relationship thanany time ever due to the advanced technology today.Radio is found to be the most typical generalist medium within thefour traditional media by measuring the niche width and overlaps，twoindexes revealing competition breadth and intensity of media industry.Compared to TV and newspaper， radio is in disadvantaged position andconfronting the most severe pressure. By analyzing the time-spatialniche， the functional niche and nutrition niche of media industry，it isfound that enhancing the cooperative competition within industry andbetween industries has become an irresistible trend under the condition ofmedia convergence.Radio Symbiosis refers to the establishment of mutual assistancewithin the radio industry by sharing and exchanging materials，energyand information. There are three types of symbiotic behaviors: sharing symbiosis，compatible symbiosis and fusion symbiosis. The units withinthe radio industry are generally belong to the first type，radio and othertraditional media mainly form the second relationship，and radio willdevelop the fusion symbiosis with the rising new media.In the new context of media convergence，the relationship betweenradio and society need to be re-inspected in order to build a fresh andharmonious symbiosis between human，radio and society：for radio andhuman，market demanding should be considered；dividing and gathering，broadcasting and narrow-casting should coexist; for radio and society, theconcept of tool should give way to the concept of social instrument inorder to draw on advantages and avoid disadvantages; for radio andcommunications, cooperation and thorough knowledge are needed inorder to complement each medium’s advantages.To sum up, competition via cooperation is a fundamental strategy forradio industry, facing the irresistible trend of media convergence.