The Researh On The Communication Effect Of Radio News Commontary Shows Under The New Media Enviroment

The beginning of the 21~stt century is being the critical time in the development history of human communication.With the astonishing advance of communication technology,the mechanism of the formulation of public opinion is experiencing the revolutionary change.Most of the people use Internet as the main channel of having opinion information instead of getting it from traditional media,such as radio,tv and newspaper,which has being greatly crippled the function of the broadcasting of constructing of public opinion environment.For traditional radio,it is significantly important to promote its attraction to audience by taking the advantage of sound media.The research finds that the increase of the degree of audio emotion may bring immediate and short-term influence on persuasion effect.The case study also shows that the identity of government officer might not always improve the persuasion effect.The sources of credibility,authority,attractiveness greatly affect the persuasion effect.