The Creation Of Broadcasting News Culture Competitiveness In Social Media Times

All social activities of human are cannot do without the exchange of information. As an important social activity, news activity is a multi-dimensional perspective insight that gives human a way to recognize the living environment and master the social phenomenon, and it is also a kind of cultural behavior. So the force of a news media includes the advantage in culture inevitably, that is to say, what kind of cultural competence of a media, has a crucial impact on the survival and development of it. With the development of social media, and it has been widely used in our daily life, to mass media, include broadcast, it is an urgent duty to research cultural competence in the age of social media environment in order to maintain its position and influence. Based on the relationship between social media and traditional broadcasting station interaction, from different aspects of matter and consciousness, the producer and the recipient, structure and process, and with the help of communication studies, marketing, psychology theory, the article explains the necessity of researching broadcast news cultural competitiveness under the background of social media, then puts forward some useful advises for broadcast news to boost cultural competitiveness and to cope with the challenge.First of all, the necessity of the research on broadcast news cultural competitiveness under the background of social media is discussed in this paper. Then it introduces the domestic and international academic research findings on it, includes the achievements and shortcomings, and expounds the significance of this research in theory and practice.In the second chapter, the article analyses the concept of news cultural competitive and the structure and factor of it. This paper points out the three aspects of the structure of broadcast news-including the cultural attraction capacity, the cultural communication capacity and the cultural management capacity. The article further points out that the subjective elements of broadcast news culture is the producer and the audience, the intermediary element is the technology, the objective elements is products and brands, and analyzes the relationship between these three elements.In chapter three, the article makes a clear definition of social media and the sorts. Then it concludes the feature of the age of social media.Based on the latest radio investigation report, a detailed analysis on the new influence and new challenge demands of broadcast news social competitiveness has been put forward. It says, the foothold of broadcast is to take the characteristics and advantages of the special symbol-acoustic symbol throughout the whole process. And broadcast news should make good use of the characteristics of visual media with reference view, the advantages of social media in accepting the information, and track closely the changing of audience’s psychology and the continuous development of media technology, and then to think of strategies and methods to strengthen its cultural competitiveness.Consider the advantages of broadcast, media production environment and broadcast news cultural structure and factor in overall, this paper proves the following point-当前广�'�新闻必须1.以内容升级、功能升级、格调升级的思维抬升广�'�新闻文化吸引力；2.以全面“工具观”引领技术更新�'�人员储备,扩大广�'�新闻文化传�'�力；3.以“主动出击,借力打力”方法增强广�'�新闻文化经营力。The broadcast news must be:1. to update, upgrade function style to uplift broadcast news cultural attraction and set up a "lively" image; 2. to update communication technology and producers’competence in order to extend the cultural communication capacity of broadcast news; 3. show the force of cultural management capacity by ways of initiative, earnest, courage and innovation. 文章提出了以下几条具体操作建议——This paper puts forward several specific suggestionsOn how to enhance cultural attraction capacity of broadcast news:1. Breaking media boundaries and establishing a variety of means, multiple contents, various forms of compiling information dynamic system through the "integration" in broadcast news production ideas.2. By ways of using variegated contents, various sound symbols, paying attention to the presentation, designing matching time, deliberating news choreography, finding the methods of expressing techniques in radio news to establish a good image of broadcast news.3. Creating holographic radio by transforming subject identity, giving humanistic care, using the psychological means in broadcast news production in order to shorten the psychological distance between the producer and the audience.4. Take use of the authority and the emotional expertise of broadcast media, then to describe an event that an audience interested and to express an opinion that an audience want to hear but haven’t think of through an offbeat way of expression5. Emphasize the news culture should be all shared, universally applicable, in the new environment of communication that be given by social media. Radio news should satisfy the audience’s spiritual demands, and give journalists more opportunities to develop their self-confidence and sense of belonging at the same time.On how to enhance the cultural communication capacity:Pay attention to update of traditional radio broadcast technology and communication platform, improve the quality of traditional way of listening on the one side. And give chances of professional practitioners and folk audiences to enhance their abilities.On how to enhance the cultural communication capacity: 1. Strengthen the self-propaganda and self-packing initiatively.2. Develop high quality, normalized social activities earnestly which can reflect the radio characteristics.3. Keep in touch with all kinds of media, especially social media, to product news products together.4. Use marketing strategy on social media in order to extend radio news products and additional products by innovative means.Finally, this paper points out the problems that should be pay attention in the process of enhancing the cultural competitiveness under the background of social media-firstly overusing the visual symbols, secondly relying on social media technology only, thirdly too much faith in technology rather then the power of itself.The characteristics of this paper is to focus on social media in the background, after the new revision of the Shanghai Radio 990 news frequency as samples, compared with the domestic and international broadcasting, through a large number of concrete and the new cases, summarized the successful experience, pointing out the direction of improvement, to provide specific and feasible suggestions for the future development of broadcast news, and help the broadcast news production to avoid possible problems.