Research On Mobile Phone Radio's Presenter-Oriented Giving-Receiving Interactive Mode

With the rise of the Internet, media structure centering on newspapers, radio, television and the Internet has been formed, and the mobile network, which is known as the “fifth media”, has “invaded” our lives with a strong hand at lightening speed. Any new media's appearance lies in the former point and conquers its target receivers with unique advantages. The key point of this paper is to explore new expression form of the Internet in combination with graduation project's case, that is – giving-receiving interactive mode, whose research emphasis are mobile phone radio APP and its extension field – public platform of We Chat.From the emergence to development of Internet, a large number of mobile phone APPs have been springing up like mushrooms, and have their own roles to play in the market. These two fields, mobile phone radio APP and public platform of We Chat, constantly extend the interactive mode, and imperceptibly change people's way of life. There exists an interesting and common phenomenon, which is the overlaps between mobile phone radio and public platform of We Chat. For instance, anchor “Bat Woman with a guitar on the back” from Litchi FM has opened a corresponding personal public platform on We Chat in order to communicate with fans in different platforms. Anchor plays a significant role in mobile phone APP's giving-receiving interactive mode, even a decisive role. This is a deeper issue discussed in this paper – the function of anchor in mobile phone radio's giving-receiving interactive mode.Nowadays, mobile phone, acting as the representative of the mobile Internet terminal, gradually occupies an irreplaceable position in people's lives. According to the listening mode and living habit of the audience, broadcast of the new media age has more development space. Moreover, the rise and development of mobile phone radio APP reflects the features of the internet radio program like fragmented, enriched, and interactive. Acting as one of the important functions of We Chat, the multi-propagation mode, public platform on We Chat, combines text, image, audio and video all in one, and makes up the pity of traditional media's single propagation mode. The public platform of We Chat becomes another important stage for the mobile phone radio presenter to show their talents. They promote each other with presenter as the leader and undergo a great “chemical reaction” with each other in people's hands in today's highly developed mobile media.The paper is divided into three chapters. The first chapter, the introduction, provides an overview of practical significance, research method, research value, etc. The second chapter analyzes giving-receiving interactive mode of mobile phone radio, separately elaborates mobile phone's way of survival and interactive mode of public platform on We Chat, as well as the case study on Litchi FM interactive mode. The third chapter states the function of presenter in mobile phone radio's giving-receiving interactive mode. Firstly, the author makes explanation on “presenter-oriented giving-receiving interactive mode”, which is divided into inner program and outer program. Secondly, the author analyzes the function of presenter in mobile phone APP's interactive mode, points out the role of the presenter: basis of mobile phone radio giving-receiving interaction; activator of mobile phone APP's interactive mode. Thirdly, the author analyzes how to intensify presenter's function in APP's interactive mode, which is the need to shape presenter's personal image and reinforce presenter's dominant consciousness in APP's interactive mode. Last, the conclusion, reemphasizes the new implication of “presenter”, presenter's significance on mobile phone radio propagation mode, as well as its influence on new media structure.No matter how times change, the connotation of programs will always be the foundation and the source as well as standards to survive. New media's features of real-time interaction, graphic richness and material universality determines that there must be many uncertainties. Presenter, the “gate-keeper”, has a significant influence and acts as the helmsman to guide the program, not only in terms of program contents but also broadcast forms. In traditional broadcasting era, it could be called a success for the announcer to have a beautiful voice and standard pronunciation. However, the “presenter” of nowadays contrasts to that in traditional broadcasting field, and differs from the “announcer” in conventional sense. The concept comes from the press and gets redefined in the new age. Target receivers put forward higher requirements on presenters in today's highly developed mobile media. An excellent presenter should become a versatile specialist, which means not only to have the basic skills of traditional announcers, but also to participate in all aspects of program production. At the present stage, target receivers pay more and more attention on the “person” himself, and the “person” is gradually becoming the focus of the society. Traditional views are subverted by the new media era. The derivation and development of presenter-oriented giving-receiving interactive mode in mobile phone radio APP influences the entire industry and brings a new vitality to our lives.