Three major types of micromedia

Three major types of micro media

Micro media mainly refers to media represented by social software such as Weibo and WeChat. From Weibo and WeChat to micro-novel, micro-movies, etc. "Micro" things meet people's need to obtain the most information in the shortest time in the fast-paced life, allowing people to make full use of their "fragmented" time intentionally or unintentionally. This type of media presents the characteristics of cultural dissemination, information exchange and even emotional communication in short, concise, multi-means and multi-way expressions. The amount of information is large, the information content is spread rapidly at a geometric growth rate, and it has a strong impact. and shocking power.

Contemporary media consumption trends present fragmented and miniaturized demands. The micro-media era based on the mobile Internet has arrived. Communication media such as Weibo and WeChat are gradually becoming important tools for information dissemination. Users rely on micro-media to share and continuously produce various information resources. The dissemination of information presents immediacy and flow. The characteristics of sex, interactivity and integration are impacting the traditional concept of communication.

1. Weibo

On May 10, 2011, Sina Weibo launched its own Sina Weibo radio station, allowing Weibo users to use smartphones and other clients to While listening to mobile radio, you can also browse Weibo in real time and participate in everyone's interactions. This kind of group interaction and public opinion guidance function is more obvious when emergencies occur. Voice of China's Sina Micro Radio was officially launched on August 10, 2011, and many Voice of China listeners interacted with it through its official Weibo. Judging from the data currently available, there are 459 radio stations across the country that have launched micro radio stations on Sina, among which the Voice of China ranks first in influence. Micro radio stations not only have the advantages of both Internet communication and broadcasting, but can also upgrade mobile broadcasting from single audio transmission to a new broadcast form of audio and video synchronization and two-way transmission, greatly broadening the development space of mobile broadcasting.

2. WeChat

From the characteristics of WeChat and mobile radio, they have a high affinity. Tencent launched WeChat in January 2011 and started to use the WeChat public platform in August 2012. So far, WeChat has more than 600 million users, making it the most important micro-media platform in China. Both WeChat and mobile broadcasting rely on mobile phones, which are mobile terminals. They are in line with the usage characteristics of mobile people. They have a natural connection from the perspective of media attributes and can share and be compatible with each other. Combining with WeChat can enhance the interactivity of mobile broadcasts and generate secondary development content. WeChat information dissemination is a social network interpersonal communication model based on P2P, so it has convenient text and voice reply functions. Compared with Weibo and text messages, listeners are more willing to interact with radio programs in real time on WeChat , real-time traffic breaking news, etc., which can greatly enhance the liveness, attraction and appeal of radio programs. The application of WeChat in mobile broadcasting is not only WeChat interaction and WeChat traffic conditions, but also the establishment of WeChat radio stations, WeChat malls, etc. By connecting to WeChat’s radio assistant fmRadio8 through technical means, WeChat can easily expand many practical functions such as program on-demand, program playback, weather forecast, smog index, violation inquiry, lucky draw, etc.

3. APP client

As an extension of traditional broadcasting, mobile broadcasting mobile client has opened up new communication channels for the development of mobile broadcasting. According to relevant research data, currently commonly used radio APP clients include Dragonfly FM, Tornado, and each radio station’s own APP. The popularity of the client makes mobile radio listening and consumption more convenient. There are currently dozens of domestic radio stations with independent APPs. In terms of types, they are mainly divided into two categories: the first category is mainly focused on radio listening, on-demand, interactive and other functions, such as Xiamen Music Broadcasting, Jinan Economic Broadcasting, etc.; The second type is developed for the listening needs of mobile people in traffic broadcasts. In addition to listening, interactive and other functions, listeners can query traffic broadcasts in real time through the APP client, such as Beijing Traffic Radio.

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