浅析传统广播与微博的融合—以新浪微博“中国之声”为例

摘  要
随着网络新技术的广泛使用，微博进入人们的视野，因为其信息多样化、传播速度快、辐射范围广、参与全民化等优势对传统广播产生不小的冲击，传统广播应如何顺应时代变化在激烈的竞争中屹立不倒成为传统媒体不得不面对的问题。毋庸置疑，走与微博的融合之路是传统广播必然选择。微博的“共享”“互动”优势和广播的“直播”“互惠互利”观念有机结合，使广播在3G时代得到新的发展。本论文主要探讨媒体发展中传统广播和微博融合的必然趋势，分析“中国之声”新浪微博的具体融合操作并浅析微博对传统广播带来的优势，如拓宽年龄阶层、弥补消逝特性、突破地域限制等。

关键字：广播;微博;媒介融合;中国之声
ABSTRACT：As the new network technologies are applied widely, people are being familiar with micro blog. Traditional broadcasts are shocked tremendously due to the advantages of micro blog, such as variable information, fast broadcast speed, wide broadcast spread, civil participation, etc. It is inevitable for traditional broadcasts to explore the ways of conforming to times, aiming at existing in the fierce media competition. There is no doubt that blending with micro blog is the necessary choice for traditional broadcasts. By combining with the conception of broadcasts referring to “living broadcast” and “mutual benefit”, the advantages of microblog, namely “communion”and “ interaction”, make broadcasts enter a new development stage in this 3G age. This paper, on the basis of analyzing the specific cooperative operations of CNR and Sina microblog, explores the unavoidable trend of combining traditional broadcasts with microblog in the development processes of the media. And the advantages of traditional broadcasts benefiting from microblog are studied as well in this paper. For example, expanding age group, transienting and releasing from the restriction of zones.

Keywords : Broadcast;Twitter;Media mergence;

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