| The existing research about media influence is based on the utility theory and functional theory. This article uses the4R theory in relationship marketing as the theoretical basis, to explore broadcasting programs’influence based on the audience relationship.The article selects three broadcasting programs as the research cases, to deconstruct the broadcasting programs’influence from "relevance","reaction""relation" and "retribution" and to extract its affecting factors. The study has found that innovating content and forms of programs, offline activities and channel construction are the most important factors in the "relevance"; that programs improve the reaction speed and satisfaction degree to audience’s demands; that the audience’s satisfaction, the depth of the interaction and the effects of hosts are very important for maintaining audience’s relationship; and that the value of the audience provided by the programs and the earnings of the programs are the key factors in retribution.Finally, the article do the theoretical concern for affecting factors, and build a estimating framewoork of broadcasting programs’ influence based on the audience relationships. |
