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在数字网络技术突飞猛进的今天,新媒体刷新了人们接触媒介的习惯和方式,降低了受众参与传播的壁垒,受众参与传播的人数不断增加,在众声喧哗的网络环境中,只有保持媒介、受众、经济、文化复合生态的协调发展,才能保持媒介生态系统的整体平衡。广播媒体在整个社会生态系统中的位置发生变化,以往依靠资源独占性而实行的强势传播模式受到冲击,在新媒体传播的大背景下,广播媒体要从自身特性出发,打造个性化功能,争取受众资源,占据媒介生态位,实现优势传播,达到和各媒介形态共生互赢。
Today, with the rapid development of digital network technology, new media have refreshed people’s habits and ways of accessing the media, reduced barriers to audience participation, and the number of audiences participating in media communications has been constantly increasing. Only media and audiences are kept in a crowded network environment , Economic, cultural and ecological complex coordinated development in order to maintain the overall balance of the media ecosystem. The position of broadcast media in the entire social ecosystem has changed. In the past, the strong mode of communication based on resource exclusivity has been impacted. Under the background of new media communication, broadcasting media should set out its own characteristics and build up individualized functions to win Audience resources, occupy the media niche, to achieve the advantage of communication, to achieve symbiotic and mutual win-win situation with the various media forms.