Research On The Development Of "Henan Broadcasting" Social Educational Program Under The Background Of Knowledge Payment

The development of mobile communication technology allows people to obtain rich content information and knowledge services through the Internet anytime and anywhere.But the explosive growth of redundant information has become a serious obstacle and great interference for users to obtain valuable information.As a result,the phenomenon of "psychological crowding" and "knowledge anxiety" is becoming more and more serious.With the evolution of media,a large number of visual media have entered people's lives,and diverse visual products have filled people's vision.The user's media sense is out of balance,and they strongly call for "hearing return".When "cognitive surplus" and "knowledge sharing" became fashionable,online payment technology became mature and popularized,the "knowledge payment" model emerged.Traditional broadcast media have the characteristics of mobility,concomitantness,and convenience.The content and dissemination characteristics of social education programs are similar to popular audio-based knowledge paid programs.Therefore,traditional broadcasts have been strongly impacted and face severe challenges.This research is based on Henan,focusing on "Henan Broadcasting" social education programs,using research methods such as content analysis,in-depth interviews,and participation observation.Through long-term front-line research at Henan Radio and Television Station,the author obtains detailed research materials and real data information.This research takes the "Henan Broadcasting" social education program as an entry point,detailed analysis of the development background,morphological characteristics,and transmission characteristics of the program,to the development background,operating mode,and market status of online audio knowledge paid programs.It concludes that the "Henan Broadcasting" social education program has multi-platform,visualization and ceremonial communication characteristics,and in-depth exploration of its competitive advantage from the perspective of platforms,columns and audiences.At the same time,based on Michael Porter's "Five Forces Model",the specific challenges faced by the "Henan Broadcasting" social education program in the context of knowledge payment are proposed,mainly including the threat from online knowledge paid audio programs,and the broadcast industry is subject to the "matrix" Consolidation of thinking,competition from radio stations at the same level,competition between media,and the attitude of the audience.Combining in-depth interviews and participatory observations,from the perspectives of communication mode conversion,column host IP creation,and brand-advanced road exploration,etc.,it provided strategic recommendations for the "Henan Broadcasting" social education programs,and provided new ideas for the development of Henan broadcasting.