Study on cross platform communication ability of broadcasting and hosting in the context of all media
Shaoqing Yao
Shanghai Lida University
DOI: https://doi.org/10.59429/pmcs.v8i1.13434
Keywords: all-media; broadcasting and hosting; cross-platform communication capability; core elements; media convergence
Abstract
In the era of all-media, profound transformations in the media ecology have placed new demands on the core competencies of broadcasting and hosting professionals, with cross-platform communication capability emerging as a key quality for practitioners to adapt to and lead industry development. Based on the macro-background of the current deepening development of media convergence, this paper systematically elucidates the new challenges faced by broadcasting and hosting work in the all-media context, including the diversification of communication subjects, the complexification of audience roles, and the fragmentation of content production. The core of the article lies in its in-depth analysis of the connotation of cross-platform communication capability, defining it as a comprehensive literacy that transcends traditional single-medium skills. Building on this foundation, the paper focuses on the constituent core elements of cross-platform communication capability, systematically summarizing them into three dimensions: the capability for in-depth cognition and precise adaptation to platform characteristics, the capability for free switching between multiple language styles and impromptu expression, and the capability for user community operation and personal brand construction, while providing an in-depth interpretation of the connotation and value of each element. Furthermore, from the dual dimensions of talent cultivation and industry practice, the article proposes feasible paths to enhance this capability, advocating for the construction of a curriculum system that integrates cutting-edge media theories with all-media practical training, strengthening practitioners' awareness of lifelong learning and deep cultivation in vertical fields, and calling for the industry to improve evaluation mechanisms and build communication platforms. The research concludes that the systematic construction of broadcasting and hosting professionals' cross-platform communication capability and the cultivation of its core elements are not only intrinsic demands for individual career development but also crucial supports for enhancing the communication power, guidance power, influence, and credibility of mainstream media in the all-media era, holding far-reaching significance for promoting the transformation, upgrading, and sustainable development of the broadcasting and hosting industry.
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