近年来,随着市场经济在我国的深入发展,其主要特点竞争机制不可避免地渗入到上层建筑的各个领域之中。传媒之间的激烈竞争也异乎寻常地表现出来,各种媒体都力争在市场上占有较大的份额。在这种激烈的市场竞争中,广播因其自身传播手段所限而显得有些底气不足,甚至一些广播人都在怀疑广播存在的价值。然而,任何一种事物之所以能在社会生存,除去现实社会的需求外,还因其自身的优势而立足于现实社会。 所谓优势按通常的理解就是事物本身所独有的,不能被别的事物所替代的特点。在这里“独有的”是非常重要的,它是事物立足于现实社会的基 In recent years, with the deepening development of market economy in our country, the competition mechanism of its main features inevitably infiltrates into all fields of the superstructure. Fierce competition among the media is also very unusual, all kinds of media strive to occupy a larger share of the market. In such fierce market competition, broadcasting is somewhat limited due to its own means of communication, and even some broadcasters are doubting the value of broadcasting. However, the reason why any kind of thing can survive in society, remove the needs of the real society, but also because of its own advantages based on the reality of society. The so-called advantages according to the usual understanding is the unique things that can not be replaced by other things. Here, “unique” is very important, it is based on the basis of the real world