良好的媒体形象有利于媒体的成熟发展,从而更加容易获得观众喜爱和认可。广播媒体也是如此,现如今广播媒体间的竞争越来越激烈,尤其是在一些广播听众和相关广告客户的推动下,对于广播媒体的自身的品牌形象意识开始升起。本文针对广播媒体的形象塑造进行分析,并提出相应的意见以供参考。 Good media image is conducive to the media’s mature development, which makes it easier to get the audience love and recognition. The same is true of the broadcast media. Nowadays, the competition among broadcast media is getting more and more intense. Especially with the promotion of some radio listeners and relevant advertisers, awareness of the broadcast media’s own brand image is on the rise. This article analyzes the image shaping of broadcast media and puts forward corresponding opinions for reference.