| The advent of the mobile Internet era has changed our lives and work.As of June 2022,the size of China’s Internet users was 1.051 billion,with 19.19 million new Internet users added from December 2021,and the Internet penetration rate reached 74.4%,with mobile Internet users and traffic still continuing to grow.China’s mobile Internet,along with the renewal of mobile communication infrastructure,has now entered a period of comprehensive development with the popularization and application of 5G networks,and the rapid development of mobile Internet technology has promoted the subsequent large-scale innovation and development of service models and business models in China.In recent years,the development of the Internet and the popularity of mobile smart terminals have opened up a new form of leisure,mobile audio APP,and the value of "sound" has once again come to the fore,giving rise to a new economic model.Mobile audio plays an increasingly important role in social development,not only satisfying people’s demand for a better spiritual life and becoming a means of daily information acquisition and self-expression,but also embedding itself as a form of media in many fields such as culture,education,economy and medical care,in order to empower social innovation,cultural prosperity and development.According to a report by Dongxing Securities,the digital audio market size in2020 is about 25 billion yuan,of which the online audio content market accounts for about12.6 billion yuan.The outbreak and spread of the new crown epidemic has also made mobile audio a medium for people to communicate with each other,and the closeness and companionship of the sound itself has eliminated people’s loneliness during the epidemic.Coupled with the 2022 Beijing Winter Olympics and the 2022 Qatar World Cup,sports audio has seen an opportunity for development worldwide,and the listening and influence of domestic sports audio continues to climb,with programs and listeners The number of programs and listeners continues to rise.Himalayan FM is the leading online audio content platform in China,pioneering the audio-based "ear economy",where content creators produce and share knowledge,information and entertainment content,and interact with users.With an average daily duration of 141 minutes,it has become the platform with the highest user activity among online audio platforms.Based on this,this paper takes media scene theory as the research perspective to study how to connect the scene with users and how to construct and apply the scene in the communication process.Taking the "new elements of media in the mobile era" proposed by Peng Lan as the starting point,this paper uses literature research,case study analysis and in-depth interviews to study the communication mode of sports audio.Taking Himalaya FM sports audio as the research object,we analyze the basic scene elements of sports audio based on four aspects: space and environment,real-time status,life inertia,and social atmosphere,and analyze the communication strategies of sports audio in five aspects: subject,content,communication channel,audience,and communication effect,analyze its problems,and then put forward corresponding optimization suggestions in order to improve the mobile audio platform.The study finds that as an auditory medium,sports audio is not only a form of media,but also a form of media.This study finds that as an auditory medium,sports audio discusses sports in a more intimate way,and scenarios are also essential elements in the dissemination of sports audio.The purpose of constructing media scenarios for Himalaya FM sports audio is to transform users’ needs into usage scenarios and improve its dissemination effect.It is hoped that the study of Himalayan FM sports audio communication scenes can provide corresponding reference significance for other audio platforms’ communication strategies. |
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