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On the Role of Broadcast Medium
Author(s): 
Pages: 42-45
Year: Issue:  1
Journal: JOURNAL OF NORTH UNIVERSITY OF CHINA(SOCIAL SCIENCE EDITION)

Keyword:  广播媒介角色定位社区的信息中心贴身的电子秘书受众的娱乐伙伴;
Abstract: 如何科学地把握广播的媒介定位,如何开拓适合广播媒介定位的生存空间是广播媒介发展的关键.本文把广播放到人类社会的宏观环境中,从人类媒介发展、广播媒介自身发展、符号三个角度论证了广播媒介由中心走向边缘的角色演变过程及其在未来的媒介格局中必然处于边缘的角色定位.但只要广播发挥自己的媒介优势,积极寻求适合广播角色定位的生存空间,广播媒介也是大有可为的,可以成为社区的信息中心、贴身的电子秘书、受众的娱乐伙伴.
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