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曾经的弱势媒体——广播因为移动受众迎来了发展的“第二春”。移动电视的出现,把电视以前成功冲击广播的声画兼备的优势和广播的移动优势结合起来,似乎要再一次形成对广播的冲击。本文试图探求车载移动电视能不能对广播受众的收听心理和行为产生影响,分析受众在移动环境中选择移动电视还是广播的主要原因,找出到底是哪些因素决定受众对移动媒体的选择。
Once disadvantaged media - broadcast ushered in the development of mobile audience “second spring ”. The advent of mobile TV, combined with the advantages of both sound and video success of the previous success of the television broadcast and the mobile advantage of broadcasting, seems to once again be the impact on broadcasting. This article attempts to explore whether the car-mounted mobile TV can have an impact on the audience’s listening psychology and behavior, analyze the main reasons why the audience chooses mobile TV or broadcast in the mobile environment, and find out what determines the audience’s choice of mobile media.