People are expecting the 21st century. Three major mass media - radio, television and newspapers are making full use of their own advantages and competing fiercely to meet this new era. However, how can we seize the opportunity that will be brought to radio by the 21st century? How can an announcer who works at the forefront find her or his appropriate position? All these questions should be studied seriously by broadcasters while reviewing and concluding the past.
A. Radio opportunities in the 21st century
1. Radio's mission determines its irreplaceable position in the 21st century. This is also as announcer's basic position. This is radio's most basic and unchangeable function from it's birth to the 21st century.
To say that radio will be defeated by TV from the point of the different media's function is impossible. At present, radio is developing very quickly with great vigor. One of the important reasons foe this is radio's full utilization of its advantage of being easy to participate in and convenient to listen to.
2. The improvement of radio propagation will bring radio a promising future, and the announcer's function will become more delicate.
According to Communication Studies, we know that from the 1920s to 1930s, there was a "Magic Ball Thesis". This thesis puts listeners as the "target", and puts the broadcaster at the centre of one - way broadcasting. From the 1940s to the 1950s "Lima Effect Thesis" was created. From the 1970s on the "Moderate Effect Thesis" became more and more popular. The basic difference between this one and the former thesis is that it puts listeners at the centre instead of announcers. It has the following three features:
(1) To serve listeners;
(2) The relation between broadcaster and listener is equal;
(3) Broadcasting is a process of two - way exchange, communication and understanding.
This development is just what radio aims at. And it is also in accordance with radio's mission. Announcers should improve themselves constantly and communicate with listeners at a high - level.
Therefore, the function of an announcer should be "the personalized narration medium" in the two - way communication between listeners and him/her on condition that he/she has a certain political understanding. This brings more delicate requirements to broadcasting. If the broadcaster wants to communicate with listeners, she/he should have an outstanding personality, set up a reliable image among listeners and attract them with one's personality. This is also the process of perfecting listeners. Thus the broadcaster can achieve his/her aim of narrating, explaining, commenting and witnessing for listeners, and fulfill his/her mission as a narration medium as well. This is radio's greatest advantage.
3. The quick development of modern technology provides radio with a strong reserve condition for information dissemination.
Modern technology has made the world become smaller and smaller. The improvement of communication satellites, and the connection of computers have greatly shortened the distance between nations and people. With modern communication facilities, one can receive information from all over the world without stepping out of the door. Therefore, the development of high - technology provides radio with a good material foundation for its progress.
4. The increase and demand for information provides radio with a good environment.
In the 21st century, it will be a highly - efficient and fast speed society. To some extent, an information era is a time in which a society has a great demand for information. Thus, radio has a mission. That is, to make the public finish their job targets quickly and efficiently so as to protect their profits. For instance, during the rush hour, when traffic accidents happen, the radio could report which crossroad is being seriously jammed, etc. The radio's report could notify drivers to drive around these places. This kind of information, that concerns listeners' profits, is most important for a radio station. And this is also a forceful standpoint for attracting listeners.
To grasp opportunities in it's challenges, and make every wish become reality in it's difficulties, the broadcasting circle to make full use of its diversified functions, according to its development regulation and characteristics at the turn of the 21st century. These functions are propagation, information dissemination, social service, entertainment and production.
B. The function and adjustments of broadcasting in the 21st century
Radio has developed from one single function to multi-functional: from only the propagation function to information dissemination, social service, entertainment and production functions with a focus on propagation function. The traditional broadcasting structure could not adapt to the new reality. Thus, the traditional structure must be reformed and rebuilt. This surely involves the key problem - the readjustment of the role of the broadcaster who works at the forefront.
The nature of radio determines its an open system for propagation, content and propagation target. And this is the same as for a broadcaster. It means how to innovate and improve one's program with an open attitude and make it a popular one. Thus it lets radio find its own position among media's fierce competition with its own advantages.
1. From Announcer to comprehensive program presenter.
Within ten years, Chinese radio stations' live broadcasting programs have increased quickly. Those programs that are announced by announcers from beginning to the end are rare. Replacing them are live programs hosted by presenters who were announcers originally. During the several years of this practice, they built up the new image of radio in the new era with their excellent language skills.
The existence of presenters broke up the original job division of interview, editing, broadcast, machine control and program directing and made presenters become talents with one speciality and multiple-skills. Their rich knowledge, fluent and quick - wit language, honest humble attitude, considerate response, sincere feelings and sweet voice enable them to go into the hearts of listeners. No showing off. No presence. Their elegant demeanor made them listeners' good friends. It has been proved through practice that the presenters' image which represents the radio station, also determines the fate of the station. Their skills decide radio's innovation.
2. From presenter to overall program producer.
Radio's development tendency has involved the competition consciousness of the market economy. In the 21st century, this competition will be more fierce. The competition law - winner survives and looser dies will determine the fate of each presenter.
In a comparatively long period, the system of serial channels and program responsibility will dominate radio enterprise. Then it will require every presenter to be able to overall plan a program before he/she interviews, edits, hosts, controls the machinery and directs the program. It will be a serious test to every presenter.
First, make listeners become members of radio through writing, calling or participation. Naturally, their concern with programming and radio will increase. Secondly, to adopt a flexible employment system in which one can do the jobs of interviewing, editing and broadcasting. All broadcasters, especially those who work at the forefront, once they have the sense of crisis, will fulfill their jobs from various aspects. As to leaders of a radio station, they should build up an advance system to reward those who work harder and do more jobs, so as to arouse their initiative. Thirdly, to learn useful experience from brother stations. Competition is one kind of pressure and it is a kind of motivation force. Even though one has a failure, one can learn lessons from it. And from other radio stations, one can get more information and learn more successful experiences - to compete in a larger radio system is an open - minded practice. It is in accordance with the law of radio development. And it is radios inexorable trend in the 21st century. Fourthly, to hold radio programs outside studios. To "bring in" is one way. One should "go out" to open programs, as well. Go out of studios, face the society, get closer to life and listeners. It is one thing that the broadcasting circle should pay attention to in the future.
Ningbo Economic station's "Ruyiniao" program enjoys a good reputation among listeners. It won the Best Program in Ningbo Radio Station's "First five Best Programs" awards. To a great extent, it's success is owed to the fact that it holds open programs in the society, constantly. Serve citizens with the society's power and gain a good reputation for itself at the same time. For instance, holding "Air karaoke Competition", "Top Ten Fenghuang Singers" activities with Ningbo FengHuang Shopping Centre. One competition each week. The activity lasted for one year. Its duration time, scale and participantion were the greatest in the history of the province. During the Spring Festival of 1996, many well-known reporters, presenters and announcers from the Central People's Radio Station, Shanghai People's Radio Station and other eight Provincial Economic Stations expressed New year's Messages in the Ruyiniao Program. Three overseas hot lines were available for listeners to communicate with their relatives abroad. This program achieved great success. It utilized the whole of radio broadcasting's advantages. It also gave the presenter an opportunity to practice himself/herself in planning programs. It created chances for making popular programs and star presenters. It did its best to improve radio programs as well.
3. Make proper utilization of popular programs and push the program into the market.
To return one drop of kindness with spring's gratitude. To make proper use of one's popularity is a responsibility for both the broadcasting cause and numerous listeners.
Radio's potential advantages are becoming reality through practice. The more energy it releases, the more success it achieves. And the achievement of radio reform is more magnificent. As for popular presenters, they should utilize their popularity to push their program into the market.
The popularity effect of radio should embody well - known presenters, popular programs, good image, area effect, co-operation and production effect. Ningbo Economic Radio station's Ruyiniao program has utilized all these advantages, thus it has achieved the "Golden time effect" in non - golden broadcasting. When the Economic Station was established in 1993, the commercials of the Ruyiniao Program were top among eight programs. It surpassed those in the Golden broadcasting time. In 1994, when the station carried out the second step of its reform, Ruyiniao series programs were improved to become a single comprehensive program which embodied nearly 30 live broadcasting shows in big department stores of the city. And just like a rolling snowball it attracted more and more commercials.
4. To meet the public's demand and enrich one's knowledge.
As we know, all aspects of public service will be improved greatly in the 21st century. Announcers and presenters, no matter whether they are old announcers who have years of rich experience, famous presenters or new broadcasters, should meet the public's demand and enrich their knowledge. This is a long - term and hard - working process. All announcers and presenters should have an absolutely loyal and responsible attitude towards the people. Host each program seriously. Catch every minute to enrich one's knowledge. Therefore, one can meet the requirement or else one will fall behind the times. Meanwhile, the broadcasting circle should build a system such that broadcasters can "supplement" themselves in time, and not when it is too late.
In general, in the 21st century, the new period for radio development, broadcasters should develop from the elementary stage to the senior stage, from passive development to sensible initiative under the motivation of both internal and external force. Though radio's every exploration is not easy or good, it is the endless driving power for its development. Every presenter or announcer should try their best to devote themselves to the broadcasting cause.
The 21st century is both a challenge and an opportunity for radio. People who work in the broadcasting circle, no matter at the forefront or back-stage, should seize this chance and devote themselves to another radio revolution. We believe that radio will have a brilliant future, with all broadcasters' efforts. This is our expectation.