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媒介技术使媒介多样性与受众多元化需求之间的相互作用呈现“水涨船高”的状态。但媒介需要的不仅仅是基于差异的分散化传播思路,而是跨越媒介形态界限、模式界限和时间界限的全媒体、全方位的复合传播形态。本文秉持从分散到整合的理念,从受众对广播电视产品的接受层次入手,找到影响受众差异化的因素,提供基于差异的整合传播层次。
Media technology makes the interaction between media diversity and diversified needs of the audience show a state of “rising”. However, the media need more than diversity-based approaches to decentralization and dissemination, but all-media and omni-directional forms of compound media that transcend media forms, models and time boundaries. This article upholds the concept of decentralization to integration, starting from the audience’s acceptance of radio and television products to find the factors that affect the audience differentiation, to provide a level of integrated communication based on differences.