A Study On The Social Community Communication Of Integrated Radio

With the development of Internet mobile technology,the mobility of traditional broadcasting has broken the time and space limitation of radio listening.The channels for the communication of specialized and typed broadcasts have become diversified.The fragmentation of communication content and fragmentation of audiences are intensifying.In the context of the convergence media,the audiences for broadcast are further subdivided.In the era of convergence media,the broadcasting presents a trend of communal communication with content as core,social relations as link,emphasis on sharing and interaction.The broadcasting industry has paid more attention to the audience-centered community interaction and further explored and practiced the development of broadcasting's communal communication.The introduction of this article introduces the research background,research content and research methods of the article,and makes literature review on the current status of research.The first chapter analyzes the development and evolution of broadcasting communal communication under the background of convergence media.First,it defines the concept of broadcasting's communal communication and analyzes the main characteristics of broadcasting's communal communication.Then this paper sorts out the development and evolution of the communal communication of broadcasting,and lays the historical basis for the study of the communal communication of broadcasting in the convergence media era.The second chapter is the analysis of the internal logic of the communal communication of broadcasting in the convergence media era.First,it introduces the three elements of broadcasting community communication: the main body,content and media of communal communication,and explains the interaction mechanism of communal communication—the social identity of community and the nature of community communication,reveals that the communal communication of broadcasting should consist of four links: namely,searching for media platforms,operating &managing communities,triggering community interaction,bonding audience communication.Through the analysis of the internal logic of broadcasting's communal communication in the previous chapter,the third chapter puts forward that the mode of broadcasting's communal communication in the era of convergence media is the communication mode of “IP+relation+sharing”.Taking Heilongjiang TV Station as a case study,it dissects the communication process of the model.First,the broadcast media attracts the audience by the means of the shaping of IP image,including the shaping of the host's IP,the shaping of the broadcasting program's IP,and the shaping of the broadcasting brand's activities.Then the audience forms a community based on regional cultural identity and sentimental attribution and generates a certain community relationship.Finally,the community forms an iterative process of communal communication through the Wechat official accounts,moments forward,communication of information consultancy exchange and participation in online activity.On the basis of the analysis of the case of communal communication of Heilongjiang Broadcasting Station,the four chapter summarizes the main problems that currently exist in the interactive broadcasting of the community,including the dissemination of false information by community members and cyber violence,the rigid and discrete phenomenon of community organizations is prominent and the content of the programs pushed by the social interaction platform is too commercial and entertaining.In response to the problems existing in the communal communication of broadcasting,the 5th chapter proposes the corresponding solutions and coping strategies to optimize the communal communication of broadcasting.It mainly contains: strengthening the control of the content of broadcasting programs,improving the PGC content production mechanism,giving full play to the leading role of community's opinions,emphasizing the organizational operation of the broadcasting audience community,increasing the interactive experience of the broadcast community and fostering the cultural identity of the broadcast community to maintain the healthy spread of the broadcast community platform,so as to maximize the effectiveness of broadcasting's communal interactive communication.Finally,it summarizes the full text and points out the deficiencies in the research.