Research On The Development Strategy Of Urban Radio And Television In China From The Perspective Of Media Ecology

Today,the media has been highly embedded in people's daily life,especially after the birth of smart mobile devices,the power of the media has been brought into full play.New media such as WeChat,Micro-blog,WeSee,Tik Tok,MOMO,and YingKe are constantly emerging.Their speed of transmission,interactive functions,distribution channels,derivative effects,impact effects and radiation scope have long been the backbone of traditional media.We ask ourselves whether the traditional media will decline as new media gradually occupy the communication plateau.However,this view of media cognition is obviously out of date.It is only the media ecological pattern that changes.The New and Old of media are nothing more than a relative concept.From the perspective of media ecology,this paper holds that“Undifferentiated Human Time” is the “Food” or “Nutrition” on which all kinds of media species depend for their survival and development.At present,the inter-species and intra-species competition among the existing media species such as “Paper-based species”,“Radio and Television species”,“Network-based species” are inseparable from the competition of“Undifferentiated Human Time”.Chinese Urban Radio and Television is a typical representative of traditional media,belonging to a unique population of “Radio and Television species”.On the one hand,they are influenced by external ecological factors such as politics,economy,technology and culture;on the other hand,they are also restricted by internal ecological factors such as broadcasting time,channel setting,program type,audience resources,business income and so on.At the same time,there is ecological feedback between external and internal ecological factors.Referring to the “Ecological Footprint” model,this paper carries out the thinking of the “Media Ecological Footprint” model,and combines the successful practice of 511 Chinese Urban Radio and Television in recent years to analyze the status of Chinese Urban Radio and Television in the media ecological competition,focusing on how Chinese Urban Radio and Television can continue to exist and develop in the increasingly competitivemedia ecological environment.Studying Chinese Urban Radio and Television from the perspective of media ecology is not a simple description of the general logic of “survival of the fittest”,but a holistic evolution of “synchronic” media,which is taking place at present.It boldly puts forward the space-time,functional,resource and channel Countermeasures of Chinese Urban Radio and Television on the road of media convergence.