现代社会是一个多媒体社会,人们可以通过多种渠道进行信息的获取。而电视和网络这样充分结合人们视听感受的媒体也更受到社会的普遍欢迎。而在媒体竞争日益激烈的今天,广播作为一个只有声音没有图像的媒介,要想获取更多的欢迎,就必须依靠其特有的亲和力。因此,亲和力对于广播主持人而言也变得至关重要。本文便对此进行了分析。 Modern society is a multi-media society where people can access information through multiple channels. The media such as television and the internet, which fully integrate people’s audio-visual experience, has also been widely welcomed by the community. In the increasingly competitive media today, broadcasting, as a media with no sound and image, must rely on its unique affinity to gain more welcome. Therefore, affinity also becomes crucial to the radio host. This article has carried on the analysis to this.