The speed of development of the radio and television media industry during its appearance in just a few hundred years has shown an accelerated development process. The ever-changing scene has also become the epitome of its industrial development in contemporary times. Its development faces three main trends: the temporary change of broadcasting media platforms. With the development of the times and the advancement of science and technology, the emergence of new online electronic media has put pressure on the traditional broadcast and television media industry. From "People's Daily" to the founding of People's Daily Online, CCTV to CCTV network television emerged. The new platform makes the traditional radio and television media present a new form. The second is the emergence of media convergence. Because the network has the communication function of traditional media and also has the incomparable superiority of traditional media, it promotes the emergence of triple play. Make the content dissemination of radio and television more flexible, and the masses have more autonomy and selectivity. The third is the continuous improvement of the socialist market economy system with Chinese characteristics as my country's reform and opening up continue to deepen. The early traditional broadcast and television media are also open to the culture of the times, and the programs are increasingly diversified. Gradually move towards a socialist culture that the people like to hear and see, and get close to life, reality, and the masses.
Secondly, in the face of the new development trend of radio and television media, radio and television media are also facing great development dilemmas: First, the (traditional) media transformation issues include: 1. Funding issues. The use of new platforms and new media requires investment Construction, this investment is often not a short-term predictable benefit. If there is no large national capital investment, the traditional small radio and television media industry may not be willing to invest large costs. 2. The problem of consciousness transformation. Traditional broadcast and television media have long been accustomed to the existing media operation mode. If the development and operation mode is changed, the inherent communication ideology of the practitioners will be impacted, and its technical and cultural knowledge requirements will be challenged. 3. The establishment of employment personnel. Traditional radio and television media have fixed operating methods. Under the new situation, they will tend to be more simplified and professional. It is inevitable to simplify personnel. How should the previous practitioners be arranged? Media transformation is a huge challenge. Second, after the emergence of new media development trends, media supervision is a problem. The supervision of online media is not like traditional media management methods and content. Due to the very different ways and channels of new network communication, the difficulty of media supervision will increase abnormally. Inadequate supervision may even lead to public relations crisis and social crisis. Weibo’s public opinion platform is a good example. What kind of problems will arise if broadcast and television media enter the online world like Weibo. And our country currently does not have independent laws for the media, especially news legislation. The power of media supervision cannot play its essential role. The third is the qualitative issue of the social roles of personnel in the radio and television media industry. Traditional radio and television professionals act as a disseminator of information and usually do not participate in the interaction. In the new situation, the disseminators of media information will communicate more with the audience and sometimes act as a representative of the interests of the masses. There will be ambiguity and confusion of roles.
Furthermore, the social impact of new media development trends is also profound. First, the traditional media’s Zheng Zhihua tends to be obvious and has the correct political direction. The media’s propaganda and information dissemination conform to the characteristics and requirements of socialist cultural dissemination. After the emergence of new radio and television media trends, this politicization trend of the media ceases. It is easy to blur the image of the spread of consciousness. Second, in terms of economic operation methods, advertising and foreign fund support turn to multiple channels to absorb funds to maintain media operating expenses, which is prone to the trend of media interests and is not easy to manage and detect. The third is the social issue of cultural transmission. Socialist radio and television media have the role of promoting socialist civilization and guiding public ideology. They are an important link in the development of socialist culture. Such behavior will inevitably lead to problems in cultural development.
In this regard, under the trend and tide of the development of socialist radio and television media, the institutional reform of my country's radio and television media and Guifa appear to be particularly important. Targeted problem solving and construction are the most basic methods. In the following content, we will focus on discussing the performance and trend of the problems of broadcast and television media, as well as the methods and goals of reform.
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