Functions and roles of social media in media transformation in China: A case study of “@CCTV NEWS”

Abstract

Social media has transformed how traditional media is used and viewed in China. Many traditional media companies are utilizing social media platforms such as WeChat, Weibo (Micro Blog), and Cellphone-Applications to expand their influence. But how has social media contributed to the transformation process of traditional mainstream media in China? Did they push the reform in both deep level and superficial level? We attempts to find the answers by taking CCTV (China’s state media) as the subject of research and explore the social factors that facilitated China’s traditional media’s transformation process, the traditional media’s achievements, as well as the challenges during this period.The paper consists of six parts. In the first part, we had a literature review, and elaborated on terms included in this paper. In the second part, we gave an general introduction to different development periods of CCTV station, CCTV News programs and CCTV’s social media transformation. In the third part, we analyzed the factors that encouraged CCTV to take the strategy of transformation, which are also urging other mainstream media companies in China to take the same steps. In the fourth part, we looked into the achievements the media companies made during the transformation period. Afterwards, the deficiencies and limitations in the transformation process are also analyzed. Finally, we drew conclusions that in the process of transformation, social media plays an important role in superficial reform while attaining very limited achievements in the fundamental level. There is still a long way to go in order to accomplish the all-round integration with new media.The thesis utilizes in-depth interviews, content analysis and literature review as methods of research. It is worth mentioning that this paper is based on first-hand data retrieved from the New Media Department of CCTV News Center.