Broadcast Strategy Study Of The Two Micro About The Sound Of Zhejiang In Era Of Media Convergence

With the digital media technology continues to evolve,the new media represented by the mobile phone and Internet is flourishing,all these changed the traditional way in producing and broadcasting news and information as well as reshaped the new pattern of media ecology and communication.At the same time,traditional media has been severely challenged.Then the "two micro" platforms came into being,providing new ideas for the development of traditional media that survive in the cracks.Having registered their own WeChat public accounts and the official microblog,they embarked on a kind of development with the integration of new media to get rid of difficulties by taking advantage of the unique advantages of "two micro" platform.Broadcasts,which have a history of nearly a hundred years,have started to operate the "two micro" platforms to follow the trend of media convergence.However,in my opinion,there are still many problems in the spread of the "two micro" platform of broadcasting,which have not reached the expected spreading effect now,there is a lot of room for improvement.Compared with the "two micro" platforms of other media,those of broadcasting media don't have obvious advantages.The author chooses "two micro" platforms of the sound of Zhejiang as the research object of this article.Through the research methods of content analysis,interview and case study,the author studies the operational status,the news information,the source of content and the form of release.analyzing the success and existing problems of its "two micro" broadcast strategies,providing reference for the "two micro" platform communication strategies of other broadcasting media.The conclusion is that the "Two Micro" platform of the sound of Zhejiang has a wide range of communication and an increase of young audiences,the interaction between the two parties and the language style is networked.However,there is also problems of neglecting the subject status of the audience,the serious homogenization of content and the vulgar taste.In response to these problems,the author believes that broadcasting media should locate platform positioning when operating the "two micro" platform,pay attention to the interaction and feedback with the audience,and increase the innovation of the platform.Only in this way,they can match the broadcasts with "two micro" platforms perfectly.The "two micro" platform provides a new channel of broadcast for broadcasting.The author believes that the integration of radio and "two micro" platforms is apositive and meaningful exploration as well as an opportunity for the development of radio in the wave of media convergence.Facing the new media,the broadcast,based on its superiority,should actively explore the integration and development with the "two micro" platform.With the help of the platform's superiority of instant messaging and communicating,the media should make full use of its various resource,brand influence and society reputation formed in the long-time development to win a place in the fierce market competition.