What is the personality of radio and television as a mass media? Why?

As a kind of mass media, radio and television have different characteristics from newspapers and other print media, and have distinct personality on the basis of the characteristics of mass media.

(1) Modern means of communication

The birth and development of radio and television are based on modern science. From the invention and application of telegraph and telephone to broadcasting, science and technology are the premise and motive force for the development of radio and television. With the development of electronic technology and related technologies, radio and television has become the most advanced, modern and high-tech emerging industry in the world today, and it is also the fastest growing, most vivid and most influential mass media in the world today.

(2) Integrated media

There are basically four types of radio and television programs: news programs, educational programs, entertainment programs and service programs. Colorful radio and television programs provide a variety of services for the audience, meet the needs of many parties, and become an important part of modern culture with its basic characteristics of popularization, popularization and popularization.

The form of radio and television communication is also omni-directional. As an audio-visual medium, both auditory and visual forms of communication can be used.

(3) news dissemination as the main body

Although the time proportion of news programs in the total number of radio and television programs is not the highest, it is the top priority of radio and television communication. No matter what kind of radio and television system, no matter the proportion of entertainment, education and service programs, news programs are arranged to be broadcast in "prime time". In modern society, radio and television communication is an important means to achieve national and social goals, the main source for the public to understand social information, and an important channel for communication and coordination among all social components, with strong social influence.

Worldwide, the success of news programs is the main symbol to measure the level of radio and television stations. News programs are broadcast in prime time of radio and television, and TV news programs have become the columns with the highest advertising fees, and news competition has become the focus of strength competition of radio and television stations.