| In the late 1920 s,with the introduction of wireless radio technology,Chinese radio station begins to appear.This thesis studies on Kellogg Radio station,the longest unbroken and the most influential one of the foreign invested radio stations,combining the social background,discuss the main reason of its success,analyses its unique strategies in content production and station running.The history of Kellogg radio station can be divided into four periods: initial period,exploration period,peak period and decline period.And its success is closely related to the society objective circumstances.The relaxation in radio management polices of Northern Warlords government,its dominant position in broadcasting industry,and the deepening of the public cognition of radio,all provide conditions for Kellogg radio station's development and prosperity.On the aspect of content production,localization is its overall feature.Kellogg radio station's entertaining program payed equal attention to both Chinese traditional and western content,knowledge programs improved literacy of audiences,accelerated the enlightenment of their modern ideas such as equality,opening and freedom.On the aspect of station running,comparing with another foreign invested radio stations,Kellogg radio station lay stress on increase income and decrease expenditure.It also cooperation with many parties to make sure the stability and regularity of program.At same time,it devote much attention to advertising in order to expand influence.The influence and significance of Kellogg radio station lies in many aspects.On the aspect of radio broadcast development in China,it promoted the radio management policy innovation,provided a model and some technical talents for later radio station which run by Chinese.It also promoted the development and transformation of Shanghai Opera by play them in radio for the first time.Besides,it advanced the formation of the urban culture of Shanghai,which is inclusive and heterogeneous. |
PDF Full Text Request