Research On The Communication Practice Of Zhengzhou People's Radio Station Along With The Development Of Convergence Media

On January 25,2019,Xi Jinping delivered a speech during the 12 th collective study held by the Political Bureau of the CPC Central Committee.He pointed out that China's media convergence has entered a stage of high-speed and high-quality development,and is developing in depth toward the establishment of a new type of convergencemedia.Against the background of the continuous advancement of the media convergence process,broadcast media have circumvented their disadvantages and actively sought the integration and development of new media,television media,newspaper media and other resources.After going through the development stage of“borrowing a ship to the sea”,the urban broadcasting media has begun to develop on its own.This article focuses on urban broadcast media with limited resources such as volume,scale,hardware and software configuration.In this study,Zhengzhou People's Broadcasting Station was selected as the research sample.The author has adopted research methods such as participatory observation and in-depth interviews to investigate the communication practice of Zhengzhou People's Broadcasting Station.This research is based on the serviceability of urban broadcasting,and the innovative development of Zhengzhou People's Broadcasting Station in media convergence has been selected as the research theme.The thesis is divided into six parts.The first part is an introduction,which introduces the research background and purpose.Secondly,analyze domestic and foreign research results related to this research.Then elaborate the research ideas and basic framework of this article.Finally,the research methods used in this article are introduced.The second part explains the relevant definitions and concepts of this article.The third part analyzes the development status of Chinese traditional broadcasting in the context of media convergence.From a macro perspective,sort out the historical process of traditional broadcast participation in the construction of integrated media.To explore the practical connection between broadcast media andservice concepts,and to summarize the general path of traditional broadcast fusion media convergence.Then,it analyzes the new challenges and opportunities faced by traditional broadcasting in the era of convergencemedia.The fourth part analyzes the development status of Zhengzhou People's Broadcasting Station based on the results of the field research and the survey data provided by CSM.First of all,the development process of Zhengzhou Radio Station is sorted out to understand the process of its convergencemedia construction.Secondly,it analyzes the local listening market of Zhengzhou People's Broadcasting Station in Zhengzhou in multiple dimensions.By studying the audience portrait,listening scene distribution,listening to market occupation and other issues,analyze the local communication strength and shortcomings of Zhengzhou People's Broadcasting Station.The fifth part analyzes the transformation and innovation practices made by Zhengzhou People's Broadcasting Station in the development of media convergence based on the results of in-depth interviews.First,summarize and sort out the transformation practice of Zhengzhou People's Broadcasting Station.Secondly,it summarizes the distinctive features of Zhengzhou People's Radio Station in the construction of convergencemedia:provides quality government services;does well in the information service in major events;provides life services based on local;builds the host's own IP;expands network service platform and so on.Finally,it analyzes the shortcomings of Zhengzhou People's Broadcasting Station in the transformation of convergencemedia.The sixth part is based on the enlightenment of the current situation of the integration of Zhengzhou People's Broadcasting Station and the characteristics of urban radio stations.From the five dimensions of communicator,content,channel,object and effect,this paper proposes the development strategy of the convergencemedia of Zhengzhou People's Broadcasting Station from the six dimensions of communicator,content,channel,object,effect and industry development.