Paper #2

Media Convergence: Path Analysis of Broadcast and Television Media Communication in China

Haixia Wu

Abstract: With the development of media convergence, the communication mode, characteristics, and path of broadcast and television media have significantly changed. How to achieve better development of broadcast and television media under media convergence has received wide attention from researchers. This paper briefly introduced the features of media convergence and verified the importance of media convergence, taking the Chinese enterprises’ new media index ranking in June 2021 as an example. Then, the communication status of broadcast and television media was analyzed, the current problems of the broadcast and television media in Dazhou city, Sichuan province, were studied, and some suggestions were proposed to perfect and optimize the communication path of broadcast and television media. This paper provides some ideas for the long-term development of broadcast and television media in Dazhou city.

Keywords: Broadcast and television media; Communication path; Communication status; Media convergence; Path optimization.