Car Radio Audience Research

With the increase of the quantity and types of media, mediaenvironment becomes more and more complex. The emergence of new media hasmade the broadcast media in a worse state. But the increase of cars brings more andmore audience of vehicle-mounted radio, and broadcast media gets a new opportunityfor development. In the methods of questionnaire survey and interviewing which arethe main methods, the paper does a scientific and detailed analysis to the status ofvehicle-mounted radio among Chengdu private cars owners. And then reference to theinterview with Xu Yongjin, the director of the Editor-in-chief Office at ChengduPeople’s Broadcasting Station, finally the researcher completed this paper about theresearch on audience status of vehicle-mounted radio in Chengdu. The researcherhopes that, by qualitative and quantitative research, the paper could get structuralfeature of Chengdu private cars owners and provide certain reference to the broadcastprograms by analyzing the car owners’ behavior and psychology when they listeningthe vehicle-mounted radio.This paper, which from the perspective of Journalism and Communication, usedthe way of investigations to acquire data. And the paper concluded the basic structurecharacteristics of owners of private cars in Chengdu area. The data includes thecondition of the surveyed people form gender, age, education, income and vocationalstructure, etc. At the same time, the author also surveyed owners of private cars inChengdu whose listening behavior and interests. Under the direction of three audiencetheory-the individual difference theory, social relationship theory, and social typetheory of Denis McQuail, the author did further analysis about vehicle-mounted radioaudience psychology.In the first part of this paper, the author mainly expounded the research origin,theoretical basis, research methods, and research purpose and concept definition. Thesecond part described demographic characteristics and trait of the audience: the groupof vehicle-mounted radio audience in Chengdu mainly had higher degree of education,relatively stable occupation and high income, and they are most of young andmiddle-aged men. The third part focused on the analysis about behavior andpsychology around the results of the survey. The final part is conclusion andrecommendations. The main emphasis of this paper is to provide some reference tothe product and programming of broadcast programs in Chengdu by analyzing theaudience’s behavior and psychology when they listening the vehicle-mounted radio inChengdu.