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谢伏瞻
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    2021年中国广播频率融媒传播效果评估

    摘要

    2021年,全国广播频率融合传播发展继续深入,保持较好传播效果,传播格局基本稳定。在融合传播中,广播媒体受众的规模得到有效扩增,广播媒体的内容得到广泛传播。2021年,广播媒体传播影响力指数总体稳定,略有下滑,主要是因为社交媒体平台数据的波动。新闻、交通两大类型广播频率延续传统端的传播优势,在融合传播中保持传播影响力优势,中央级频率央广中国之声连续三年保持领先,省级众多频率组成中坚力量。同时,全国广播媒体不同级别、不同类型的频率中涌现出大批标杆频率,对其他广播频率发挥了示范标杆作用。

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    Abstract

    In 2021,the development of the national radio frequency integrated communication continues to deepen,maintains a good communication effect,and the communication pattern is basically stable. In the integrated communication,the scale of radio media audience has been effectively expanded,with the total audience of over 870 million,the fan pool on the new media matrix platform exceeding 440 million,and the content of radio media has been spread in breadth. In 2021,the broadcast media communication influence index is generally stable and slightly declined,mainly due to fluctuations in data on social media platforms. The two types of news and transportation communication frequencies continue the communication advantage of the traditional end,and maintain the advantage of communication influence in the integrated communication. The national frequency of China National Radio Voice of China has maintained the lead for three consecutive years,and many provincial frequencies form the backbone. At the same time,a large number of benchmarking frequencies have emerged in different levels and different types of frequencies of the national broadcasting media,playing a demonstration role for other broadcasting frequencies.

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    作者简介
    孙琳琳:孙琳琳,中科网联数据科技有限公司产品总监。
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