Full Media Era Chinese Broadcaster Of Pressure And Stress Coping

Nowadays, the Internet has become the main form of mass media.Digitaltechniques are getting more and more advanced. The new media appears everywhere.The traditional media and new media are constantly combining with eachother,and the dividing line between them is getting more and more obscurein terms of both form and content.New forms and ways of communication keepspring up.When the term "new media" can no longer cover all the new phenomenain the media circle, a more meaningful new word "omnimedia" has emerged.In the omnimedia era, the communication environment is changing, and themass men also have changed. The traditional advantages of "company" are nolonger its merits, thus we heard the comment of "broadcasting extinction".We can say, broadcasting in the omnimedia era is experiencing changes ofthe media. Anchorpersons are facing pressure that they have never experiencedfrom all kinds of fierce competitors. What will be the future of broadcasting,and where the anchorpersons are going? These are the problems need to be solved.The paper explains the origin of the word "ommidedia" and the types oftraditional broadcasting. It analyses the current status of omnimedia, andthe possible state of future broadcasting. On the basis of all these, thepaper summarize pressures that the anchorperson are confronted with, namely,pressure from the changes of mass men, pressure from the combination of thethree webs, pressure from techniques,pressure from the lag of theoreticalresearch, pressure from "broadcasting extinction".Finally, the paper raisedsome proposals on how to deal with these problems: firstly, make right orientation, and firmly believe that broadcasting will never disappear;secondly, lay emphasis on theoretical research, and improve research methods;thirdly, combine new media with broadcasting, and increase the speed ofdigitalizaiton; fourthly, make proper planning for the digitalization ofbroadcasting; fifthly, pay attention to the change of the audience,and makedifferent programs for different audience; lastly, upgrade the comprehensivecompetence of the broadcasting people.All in all, the most important link in the broadcasting industry chainis the "people". Just as the saying goes: Lay down the burden of runningmachines.Only when we lay emphasis on the living condition of the broadcastingpeople, understand the pressure that they are confronted with, make relativestrategies, can the broadcasting industry establish itself in an unassailableposition in the omnimedia era.