在全媒体时代,受众接收信息的方式越来越多样化、多元化,甚至是发生了颠覆性变革。人人都是受众,人人又都是传播者,信息膨胀乃至爆炸的媒介环境使得受众的重要地位越来越得到体现。以往的传播理论核心是注重传播者对受众的导向性,而这一模式在今天的全媒体格局中已经失效。全媒体时代对报纸、广播、电视、杂志等传统媒体带来的冲击和挤压是显而易见的,尤其是对区域覆盖面窄、传播影响力弱、人才储备不足、经营压力大的地市级广电媒体的挑战更加明显。地市级广电媒体只有进行有针对性的差异化传播,才能 In the all-media era, the way the audience receives information is diversified, diversified and even subversive changes take place. Everyone is an audience, and everybody is a communicator. The media environment in which information expands and even explodes makes the important position of the audience more and more reflected. In the past, the core of communication theory was to pay attention to the communicator’s orientation to the audience, and this model has lapsed in today’s all-media structure. The impact and squeeze on the traditional media such as newspapers, radio, television and magazines in the all-media era is obvious. In particular, the media and municipal media with a narrow regional coverage, weak influence on communications, insufficient reserve of qualified personnel, and heavy business pressure The challenge is even more obvious. Only by carrying out targeted and differential communication can prefectural-level radio and television media