Exploring The Irreplaceability And Innovative Transition Of Music Broadcasting From The Perspective Of Immersion Communication

Since the beginning of the 21 st century,Internet technology has advanced by leaps and bounds,and information dissemination has rid of the traditional way.New media,self-media and other information transmission speeds are faster,and more diverse media enters the rapid development mode.Under this circumstance,most of the traditional media have shown a depression.As a "vulnerable group" of traditional media,with the help of "internet thinking" and its own exclusive characteristics,the emergence of a sudden rise in the trend of "returning warm".Among them,music broadcasting belonging to typed broadcasting plays a key role.In the context of the profound changes in the media,in what kind of scenes does music broadcasting release the potential for transmission? It is also a question worth to explore how to use its own strengths to find accurate positioning and enhance competitiveness.Based on this,the article is based on the scene theory,and analyzes the irreplaceability and transformation innovation of music broadcasting through four research methods: literature review,statistical analysis,empirical analysis and case analysis.The article describes the development of music broadcasting from the initial integrated literary stage to the serialized music station to the typed music station.In the analysis of the status quo,from the five aspects of the competitiveness,listening situation,audience characteristics and regional differences of music broadcasting,with the help of a large number of music broadcast listening data,it is concluded that the current music broadcasting has not disappeared into the emerging media.On the contrary,it has occupied a certain position in the market share,and the listening rate also shows an upward trend.From the perspective of the irreplaceable characteristics ofmusic broadcasting,this paper combines scene theory to conduct a questionnaire survey and finds that the main factors of irreplaceability of music broadcasting are: individual factors,economic education factors,scene factors,emotional factors,information factors and preference factors.These factors have also contributed to the innovative transformation of music broadcasting to a certain extent.Finally,the article further studies the innovative transformation mechanism of music broadcasting under the scene theory with the case of Shanghai Dynamic 101 Radio.Through the objective scene,the audience's needs are portrayed;the target scene is locked according to the requirements for music broadcast program setting;and the time and content of the program are improved according to the actual use angle of the audience.This series of internal mechanisms promotes the innovative transformation of music broadcasting..The research results of the article can provide a reference for the sustainable development of music broadcasting in the future.