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审视交通广播现象,既要分析媒介表征,又要深入探究实质,找寻中国广播改革发展的内部驱动力。 一、社会发展和媒介需求促使专业化广播媒体建立合作系统 近年来,交通广播业绩优秀,几乎在当地广播电视媒介中力拔头筹。交通广播具有良好的运营能力,在移动人群中建立了较高的品牌忠诚度。因此,在全国初步形成了一个
To examine the traffic radio phenomenon, we must not only analyze the media representation but also probe into the essence in depth to find the internal driving force for the reform and development of China’s radio broadcasting. I. SOCIAL DEVELOPMENT AND MEDIA NEEDS PROMOTE THE ESTABLISHMENT OF A COOPERATIVE SYSTEM WITH PROFESSIONAL RADIO MEDIA In recent years, traffic radio has achieved outstanding performance and is gaining prominence in the local radio and television media. Traffic radio has good operational capabilities and has established a high brand loyalty in the mobile population. Therefore, a preliminary formation in the country