| A new media will not be displaced or substitute for another media，but increasingcomplexity of the former. This is an important point of Marshall McLuhan’s view,which is very suitable for radio in today. Radio and other traditional media are facingenormous challenges, for the emergence of the new media. Radio broadcastingexperienced the prosperity in World War II, and the revival on wheels, and now isfacing a transformation in the new media era.Radio news frequency is always the main frequency in traditional radiobroadcasting media, which highlights the level of its operation, brand image and socialresponsibility. In the new media era, the development of radio news frequency is placedin the new environment. The innovation path to radio news frequency causedwidespread concern in the broadcasting industry.This paper is based on the new media era. It rethought and realized unique charmsof sound communication in the radio, with Wilhelm von Humboldt and MartinHeidegger’s theory of philosophy of language. The author deemed that the mobility,concomitance, emotional comfort of radio media can be better to highlight in the newmedia era, through the analysis of the new media and radio broadcasting theory. Theimpact that the radio suffered are obviously less than traditional media.At the same time, this thesis summarized various innovation of CNR’s Voice ofChina in the new media era to meet the challenges, with the method of integratingtheory with practice. And then it summed up the path of innovation and development ofradio news, which is that radio news frequency should win authority by professionaloperation, amplify its advantages by the new media on its own initiative, and payattention to the brand construction to promote media image. As a national radio newsfrequency, the reform and innovation of Voice of China has strong model significance toother radio news frequency. The author hoped that this paper can be helpful for furtherdevelopment of other radio news media. |
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