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传播全球化的趋势、视听新媒体的发展以及受众习惯的变化,构建了新的传播格局,对广播电视宣传管理工作提出了新要求。在新形势下,广播电视能否把握主阵地和主动权,关键要看其对宣传管理体制和运行管理机制的创新力度,而创新的前提,则是要认识传播环境的变化,明确新形势下的新任务,通过探索出符合自身实际的宣传管理模式,实现科学、规范、高效管理。
Spread the trend of globalization, the development of audio-visual new media and changes in the habits of the audience to build a new communication structure, put forward new requirements for radio and television propaganda and management work. Under the new situation, the key point for the radio and television to grasp the main position and initiative lies in its innovation on the propaganda and management system and its operation and management mechanism. The premise of innovation is to recognize the changes in the communication environment and make it clear that under the new situation The new mission, by exploring its own actual propaganda management mode, to achieve scientific, standardized and efficient management.