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摘要传统媒体主要包括了电视、报刊、广播这个三大类型，但随着科技的进步，互联网迅速普及，手机电视、PTV、虚拟社区、博客等新媒体不断涌现，冲击着传统的媒体格局，报纸、广播、电视等传统媒体不再是传播信息的唯一权威与途径，新闻传播进入了媒体的大众媒体时代，传播方式上不仅仅局限在传统传播媒体或是新式传播媒体，而且是呈现现出一种纵横交错的状态，真个社会的信息编织成为一个巨大的网状信息，信息是存在于每个社会角落之中的。自二十世纪90年代初广播的首次革命，广播频率专业性更强、更多类别广播成为主导趋势，其后随着广播自身技术的高速发展以及新兴大众媒体的流行，广播面临着一次更为深刻的改变，这次的改变让广播以更多的形态出现在大众面前。信息革命为广播带来更多的技术，例如网络传播、卫星传播、数字技术都与传统广播进行了融合。本文主要以广播技术发展带来的多元化传播现状为引入点，分析传统媒体面对现代大众媒体发展而遇到与一些瓶颈越问题，特别针对广播媒介的发展出发，以新旧媒体相互借鉴发展为视角，同时也根据如今各类型的新兴媒体对于广播带来的影响，同时根据手机、网络等方式拓展广播外来发展路径。本文根据广播发展的基本特点出发，同时通过个案分析出广播发展遇到内在原因和外部媒体环境变化的原因，同时也提出相关的改良措施，例如，提高广播的播放速度，为了适应电视新闻播报的及时性，广播新闻要进行时间差的改良，不断的稳定和拓展广播的收听人群。本文也根据广播与新兴媒体发展的融合点进行扩展思考，希望能够通过手机广播的模式给广播业务带来新的发展路径，也进一步的分析了手机广播为广播业发展带来的积极影响，同时也分析了手机广播发展存在的障碍，并分析了广播业务以后发展方向。关键词：多媒体，广播媒介，多元化ABSTRACTThetraditionalmediaincludingtelevision，newspaper，broadcastthethreetypes，butwiththeprogressofscienceandtechnology，thegrowingpopularityoftheInternet，mobilephoneTV，PTV，virtualcommunity，blog，thecontinuousemergenceofnewmedia，theimpactofthetraditionalpatternofthemedia，thetraditionalmedianewspapers，radio，televisionisnolongertheonlyauthorityandthetransmissionofinformationthedisseminationofnewsmedia，intothepanmediaera，thepropagationmodeisnotlimitedinthetraditionalmediaandnewmedia，andisarrangedinacrisscrosspatternshowingastate，asocialmessagewovenintoahugenetworkofinformation，informationispresentineverycornerofsociety.SincetwentiethCentury，atthebeginningofthe90'sradiobroadcastingfrequencyforthefirsttimerevolution，moreprofessional，morecategoriesbroadcastinghasbecomethedominanttrend，thenwiththerapiddevelopmentofradiotechnologyandpopularemergingmassmedia，radiofacesamoreprofoundchange，thischangetobroadcasttomoreappearinpublic.Informationrevolutionbringsmoreforbroadcast，suchasnetworkcommunication，satellitecommunication，digitaltechnologyandtraditionalbroadcastbyfusion.Spreadthediversificationstatusinbroadcastingtechnologydevelopmentbringstotheanalysisoftraditionmedia，inthefaceofmodernmassmediadevelopmentbottleneckproblemencounteredwithsomemore，especiallyforthedevelopmentofbroadcastmedia，newmediaandlearningfromeachotherintheviewofdevelopment，butalsoaccordingtothevarioustypesofnewmedianowforbroadcastbrings，atthesametimeaccordingtothemobilephone，Internetandothermeanstoexpandthebroadcastofforeigndevelopmentpath.Accordingtothebasiccharacteristicsofbroadcastingdevelopment，atthesametime，throughthecaseanalysisthebroadcastingdevelopmentencounteredinternalcausesandexternalcausesofthemediaenvironmentchanges，alsoputsforwardtheimprovementmeasures，suchasimprovingtheplaybackspeedrelated，broadcasttelevisionnewsbroadcast，inordertomeetthetimeliness，improvementofbroadcastnewstothetimedifference，thestableandcontinuousexpandtheradiolisteninggroups.Accordingtothedevelopmentoffpointbroadcastandnewmediatoexpandthinking，hopethatthroughmobilephonebroadcastmodetobringnewdevelopmentpathtothebroadcastingbusiness，andfurtheranalyzesthepositiveinfluenceofmobilephonebroadcastfromdevelopmentofthebroadcastingindustry，butalsoanalyzestheexistingdevelopmenthandmachineradioobstacles，andanalysesthebroadcastservicefuturedevelopmentdirection.Keywords：multimedia，broadcastmedia，diversification目录摘要...............................................................1关键词..............................................................1ABSTRACT............................................................2Keywords............................................................3目录..............................................................41绪论..............................................................61.1研究意义.....................................................61.2研究方法.....................................................71.3国内外研究成果...............................................71.4研究的创新之处..............................................101.5研究的不足之处..............................................102现代大众传媒对传统媒体的冲击.....................................102.1各类传统媒体的特点..........................................102.1.1报刊的特点.............................................102.1.2电视的特点.............................................112.1.3广播的特点.............................................122.2现代大众媒体的泛化趋势......................................122.3大众媒体冲击下的广播业务....................................132.4广播发展自身存在的不足......................................143广播的跨界新转变.................................................153.1网络广播与传统广播的融合...................................153.2手机广播与传统广播的融合....................................173.2.1手机广播的优势........................................173.2.2手机广播的特性........................................184广播电台与现代传媒的融合——以上海东广电台为例...................184.1东广电台的发展..............................................184.2现代传媒环境下东广电台的新变革..............................224.3东广电台新变革的经验........................................245小结.............................................................265.1广播业新转变的相关建议和方案................................265.1.1解决广播时效性的弱化....................................265.1.2解决广播互动性的弱化....................................315.1.3解决广告价值的弱化............................