Study On Knowledge Production And Dissemination Of Ximalaya FM

With the popularization of the Internet and the development of mobile terminal technology,the forms of knowledge production and dissemination are becoming increasingly abundant.The mobile audio platform becomes the carrier of first choice for high-quality content with its advantages of concomitance,interactivity and fragmentation of the scene.Ximalaya FM is currently the largest mobile station in China.In 2016,it takes the lead in trying out the production and dissemination of knowledge-based audio programs in order to break the industry's difficulties and create a paid section.Haohaoshuohua is the first professional audio program launched by Ximalaya FM,which brings the platform's unique properties together in knowledge production and dissemination,and promotes Ximalaya FM to change knowledge-based audio programs into cash at the same time.However,at present,the production and dissemination of knowledge in the field of mobile audio is still at an early stage of development.As a product of its exploration period,Haohaoshuohua can reflect the advantages and disadvantages of Ximalaya FM in creating knowledge-paying audio.In the past two years,the Ximalaya FM has been deeply pursuing the field of knowledge-paying audio,but relative academic study is rare and it stays at the macro level.From the perspective of communication,this article takes Haohaoshuohua as a specific case,and uses case study method,text analysis method,and questionnaire survey to explore knowledge production and knowledge dissemination of Ximalaya FM paid programs.This study extends the production characteristics of the platform to the production of the program,innovatively applies pyramid principles to program's own knowledge construction,discusses new ways of Ximalaya FM knowledge dissemination,and analyzes the communicating effect of Haohaoshuohua based on the audience.The article summarizes the limitations and causes of the current Ximalaya FM knowledge production and dissemination,and accordingly proposes some development strategies for knowledge production and dissemination for Ximalaya FM,such as completing knowledgeproduction and dissemination system,broadening knowledge content layout,optimizing knowledge payment structure,deepening the brand knowledge resources and standardizing copyright competition mechanism.Meanwhile,the study gives some new ideas in the field of mobile audio.