Media Convergence Research Articles

From the Perspective of Media Convergence: The Integration and Reference of Network Drama to Other Audio-visual Art Forms

Abstract: In recent years, the convergence of content and form between different media has become a significant trend. Online dramas, as an emerging media form based on streaming platforms, have developed rapidly since their inception, greatly impacting the market landscape of television dramas and films. Due to the inherent characteristics of streaming platforms, online dramas feature high market segmentation and expansive creative space. Many works have explored various content and form integrations, incorporating elements from other audiovisual art forms and reconstructing traditional television drama formats. Notably, the influences of films, short videos, and games on the shape of online dramas are most pronounced, demonstrating profound media convergence.

AS ESTRATÉGIAS DE MARKETING E COMUNICAÇÃO NO CONTEXTO DA CULTURA DA CONVERGÊNCIA MIDIÁTICA – O CASO DA BARRA DOS COQUEIROS

This study presents the results of research conducted between 2021 and 2022, titled “Marketing and Communication Strategies in the Context of Media Convergence – The Case of Barra dos Coqueiros,” led by the Research Laboratory in Entrepreneurship and Innovation at the Federal University of Sergipe (LEI-UFS). The project is linked to the PQ2 Fellowship from CNPq (no. 312260/2020-2) and PIBIC, and is part of a series of studies investigating marketing and communication strategies in different regions, such as Aracaju and São Cristóvão. The main objective was to analyze the profile of entrepreneurs in the city of Barra dos Coqueiros and the communication strategies they adopt. The methodology included a theoretical review and a qualitative study, using online semi-structured interviews. The analysis of the collected data revealed that the city has 1,423 individual micro-entrepreneurs, of which 51.31% are women and 48.69% are men, with an average age of 39 years. The study is justified by the need to support micro-entrepreneurs amid the region’s population growth, driven by the construction of new luxury condominiums. Additionally, it aims to foster the ecosystem of entrepreneurship and innovation, ensuring that these entrepreneurs are supported in complying with Brazilian laws and developing their businesses.

How Did Chinese Local Media Face Media Convergence? A Case Study of Qianxinan Daily

ABSTRACT Scholars have long examined media convergence, yet little attention has been given to its intersection with local media and main stream Chinese media controlled by the Chinese Communist Party (CCP). This study addresses this gap by employing focus groups and interviews to conduct a case study of Qianxinan Daily. Furthermore, the primary hypothesis posits that, under the leadership of the Party Committee, Qianxinan Daily has adapted to media convergence amidst the trend of media integration. The findings of this study reveal that Qianxinan Daily, under CCP leadership, benefits from stable resource access and avoids direct market competition pressure. However, this also results in organizational and reporting constraints imposed by the Party Committee’s Publicity Department in Qianxinan. While Qianxinan Daily has established a relatively solid framework, there remains significant room for improvement in manuscript quality and news value in the context of media convergence. This conclusion enriches our understanding of media convergence dynamics and highlights the influence of the CCP on this phenomenon.

Trustworthiness in the Media Industry and its Significance for the Strategic Programme Planning of Moving Image Providers in Germany

This paper examines the evolving landscape of strategic program planning in Germany's media industry, focusing on the integral role of trustworthiness for linear TV broadcasters and streaming service providers. In media convergence and dynamic market structures, we analyze how trustworthiness is cultivated and leveraged as a strategic asset in program planning decisions. Conduct a comprehensive literature review, we delve into the resource-based view to understand trustworthiness as a rare and inimitable resource, crucial for sustaining competitive advantage in the rapidly changing media sector. The study compares and contrasts the strategic approaches of linear broadcasters and streaming service providers, highlighting their distinct and converging tactics in response to shifting audience preferences and technological advancements. We also explore the impact of brand identity on trust establishment, and how programming strategies are influenced by the audience's evolving consumption patterns. The findings illuminate the nuanced interplay between program planning and trustworthiness, offering insights into future trends and underscoring the need for adaptable, audience-centric strategies to pursue sustainable market success in the media industry.

Marketing Strategies of Cultural Tourism Industry under Media Convergence Background

The advent of the era of media convergence has broken down the barriers between traditional and emerging media, bringing profound changes to the marketing models of the cultural tourism industry. This paper explores the impact of media convergence on the development of the cultural tourism industry by analyzing its concepts and characteristics. It further delves into the application of diversified media channel integration, digital, and interactive marketing strategies. By building an integrated media matrix and fostering cross-industry collaborations, cultural tourism can maximize brand communication effectiveness, enhancing consumer engagement and loyalty. This study also examines typical domestic and international cases to summarize the successful experiences and practical paths of cultural tourism marketing strategies in the context of media convergence. The research suggests that the cultural tourism industry should continue to focus on media convergence trends, innovating marketing strategies to enhance market competitiveness and achieve a win-win situation for both cultural and economic benefits.

Research on Convergence Media Ecological Model Based on Blockchain

Currently, the media industry is in the rapid development stage of media integration, which has brought about great changes in content production mode, presentation form, communication mechanism, operation and maintenance management, etc. At the same time, it is also faced with problems such as difficult information traceability, declining industry credibility, low data circulation quality and efficiency, difficult data security and user privacy protection, etc. Utilizing blockchain’s characteristics can solve these problems that the media industry is currently facing. This paper designs a convergence media ecology model based on blockchain (CMEM-BC), focusing on the basic elements of the model, node operation and maintenance system, node management mechanism, value circulation mechanism, and storage mechanism, trying to establish a decentralized, traceable, and immutable convergence media ecosystem. On this basis, this paper summarizes the ecological framework and ecological model of CMEM-BC. Finally, the paper describes the verification of the effectiveness of CMEM-BC in key links through simulation experiments, verifying that CMEM-BC has high originality and is more suitable for the application of convergence media ecology through model analysis and comparison.

Research on the Application Strategy of Artificial Intelligence Empowering Media Convergence

Today, with the rapid development of artificial intelligence, media convergence is facing new opportunities and challenges in the production of AIGC media products. The purpose of this study is to explore the characteristics of AIGC media products, the application of artificial intelligence in converged media and the innovative path of intelligent converged media operation under the background of artificial intelligence and converged communication. By combing the relevant literature on artificial intelligence production, converged communication, media operation, and management, this paper constructs a theoretical framework, explores the production advantages and disadvantages of AIGC, analyzes the cases of converged media using artificial intelligence to produce media products, and combines the theory of converged communication, media ecology theory, and media ethics norms. It provides AIGC application strategies such as avoiding AIGC behavioral ethical risks, improving AIGC media product quality, and innovating intelligent convergence media operation structure for convergence media to promote the sustainable development of convergence media artificial intelligence application ecology.

Research on the Framework Theory of News Reporting by Western Mainstream Media on the Beijing Winter Olympics

This paper conducts in-depth textual analysis and framework analysis of the data news reports by Western mainstream media on the Beijing Winter Olympics based on the background of media convergence. The research finds that Western media reports exhibit overall characteristics of objectivity, political leanings, changing with the time, and diverse topics. Furthermore, this paper proposes strategies for how China can enhance its national image through external communication, including strengthening media promotion, leveraging social media, fostering international cooperation, and organizing unique cultural events. Through comprehensive and detailed analysis, this paper aims to provide valuable references and insights for enhancing China’s image and influence on the international stage.

The consumption of clothing by millennials in the context of convergence between analog, digital and post-digital

This paper aims to analyze how the analog, digital and post-digital perspectives are manifested in some stages of the purchasing decision process of Brazilian millennials living in the cities of Porto Alegre and São Paulo, in relation to clothing consumption behavior. The data presented reflects the qualitative part of the research "Attitudes to buying and consuming certain goods and services among young people aged between 18 to 35 belonging to Generation Y: the influence of commercial advertising on decision-making", carried out by Red Iberoamericana de Publicidad. This is an exploratory, qualitative investigation, supported by theoretical and empirical research, using the techniques of in-depth interviews and content analysis. The results point to a convergence of analog and digital media according to what is offered to the experience of young people, indicating signs of values corresponding to post-analog.

Application and Innovation of Computer Graphics Design Courses in Journalism Education under the Context of Media Convergence

Application and Innovation of Computer Graphics Design Courses in Journalism Education under the Context of Media Convergence

An Investigation into the Influence of Media Convergence on the Development of the Photography Sector

An Investigation into the Influence of Media Convergence on the Development of the Photography Sector

Community Radio Content in Print Facebook Posts: Limitations and Opportunities for Indigenous Languages

With the advent of social media, traditional analogue radio has converged to audio-visual with print formats. Using the case of community radio in Zimbabwe, this article explores how radio broadcasters have taken advantage of media convergence to disseminate text as implant on radio. A qualitative content analysis of community radio platforms on Facebook reveals that some multilingual community radio stations still maintain their local languages in written text as captions or print, although there is a tendency towards English and major indigenous language dominance. Using language revitalisation theory, we argue that merging written text with radio on social media should always maintain the distinctness of radio and text as implant that reflect the local languages of community radio stations to revitalise or strengthen indigenous languages. We find the affordances of digital connection through Facebook useful to revitalise languages which are no longer used in the everyday communication of a digital audience.

The Development of Virtual Media People and the Impact on Journalism and Communications

Virtual media personalities, as products of the convergence of technology and media, have begun to make a significant impact in the field of journalism and communication. Their development stems from the evolution of the concept of virtual characters, accompanied by breakthroughs in artificial intelligence and virtual reality technologies. Virtual media personalities not only enhance the efficiency of content production and transform audience interaction experiences but also play crucial roles in various applications such as news reporting, entertainment advertising, and educational training. However, the rise of virtual media personalities has brought about profound changes in industry structures and professional models, raising ethical and legal concerns regarding authenticity, credibility, and data privacy. In the future, with continuous technological advancements, virtual media personalities will persist in exerting a profound influence on the journalism industry, sparking broader social and cultural transformations.

A Study on the Regulatory Game of University Online Public Opinion Supervision from the Perspective of Media Convergence Based on the Herd Effect

A Study on the Regulatory Game of University Online Public Opinion Supervision from the Perspective of Media Convergence Based on the Herd Effect

The impact of microtransactions on the gamification of digital games

This article explores the impact of microtransactions as a form of monetization of game content and further gamification of digital games and video games. The relationship between gambling and monetized video games is considered, as well as the essence of gamblification of video games as a form of media convergence and the practice of spreading gambling in society. The main subject of the study is the question of whether the use of monetized game content leads to gambling addiction, since, unlike gambling, which under the laws of most countries is allowed to be accessed upon reaching the age of majority, monetized game content does not have age restrictions, and thus can affect not yet formed child (adolescent) psyche. Despite the fact that microtransactions in the gaming industry can provide additional streams to support video game development, research also shows the presence of so-called «predatory» monetization schemes. The article presents experimental studies of simulated gambling (such as social casino games, loot box purchases, etc.) by adolescents and their transition to gambling after reaching adulthood. Emphasis is placed on various approaches to gamification of digital and video games. From the position that microtransactions in video games do not affect later cognitive behavior and do not lead to gambling tendencies, to the fact that microtransactions have a negative effect on video game culture because they not only lead to addiction, but also create an imbalance in the gaming community. The latter is explained by the fact that it often takes several tens of hours to achieve something in a digital game, microtransactions allow you to reduce this time to a minimum for a certain amount of money. In any case, this issue is difficult not only from a social and psychological point of view, but also from a legal and economic point of view, and therefore requires additional research.

Study on the Function of Social Media in Rural Health Communication in the Context of Media Convergence

In today's era, the rapid development of Internet technology is driving profound changes in the media landscape. Media convergence, an irreversible development trend, is penetrating into multiple dimensions such as form, technology, platform, market, organization and users. In the all-media era, the deep integration of communities, neighborhoods, regions and cultures is having a profound impact on China's media ecosystem. With the advent of the network era, health communication is facing unprecedented new opportunities and challenges. The application of advanced technologies such as algorithms and cloud computing has provided a brand new way to popularize health knowledge. This not only makes the dissemination of health information more efficient, but also allows more people to access health-related knowledge conveniently. However, in China's rural areas, health communication still faces many problems. The China New Media Development Report reveals in detail the current situation of rural health communication in terms of creation, content, dissemination, and influence, pointing out problems such as lack of subject, insufficient traffic, and insufficient media capacity. The report emphasizes that the construction of health culture is of great significance to rural revitalization. This study aims to promote the development of rural health communication, so that the dividends of technology can truly benefit the countryside and improve the health of rural residents. To this end, we need to actively explore and practice to find effective solutions to promote the progress of rural health communication in China.

An Experimental Study on Viewing Perception and Gratification of Danmu Subtitled Online Video Streaming

With the surge of participatory culture and dynamic of media convergence, danmu have experienced their continued proliferation on East Asian online streaming. Facilitated by pseudo-synchronicity and congruency technologies, existing research has focused on describing and conceptualising the final product of danmu rather than being grounded in the empirical process of receiving danmu. We know little of how audiences perceive danmu and to what extent danmu affect viewers’ gratifications. Adopting an online-based experiment, this study contributes to examining viewers’ engagement with and gratifications from different types of danmu. It attempts to understand what types of danmu matter to the audience’s viewing gratifications in terms of its content and multimodality, and what (dis)connections can be observed between the audience reception of danmu and conventional subtitles. The results show that extra cultural information danmu stand out as the most gratifying type, significantly satisfying viewers’ utilitarian and hedonic needs for information and entertainment seeking. Scrolling speed and size are the two most influential multimodal factors in viewers’ gratifications with danmu. However, the potential connections between conventional subtitles and danmu depend highly on a video's content or genre.

Digital Media Convergence Of Broadcast Radio

The existence of media convergence is an effort to adapt radio to the digital era. Although many people think that radio will no longer survive in the midst of technological and information developments, in fact, many radios still survive and have loyal listeners and partnerships to use radio advertising services. This form of research aims to find out the application of media convergence carried out by Shelter 95.6 FM Radio's public relations to maintain its existence amid the presence of various new media as competitors and the development of technology and information. This research uses qualitative research methods and data collection by interviewing 2 sources with public relations and broadcasters and descriptive observations and data collection techniques through previous literature studies, strengthened by the Media Convergence theory developed by Henry Jenkins through the 3C approach (computing, communication & content). Some of the applications made by Shelter FM to compete with other media are the application of computing convergence media Shelter FM has adapted by broadcasting Shelter FM outside with only a laptop, microphone, and audio mixer and the application of communication convergence media live radio broadcasts and also streaming Shelter FM radio in the Shelter FM application and content convergence media by delivering information and broadcasting using digital technology, namely social media to expand networks and audiences.

Analyzing the Communication of Poverty Governance: A Study of Multimodal News Framing and Engagement on Chinese TikTok

Poverty communication is a critical yet challenging aspect of promoting sustainable development goals (SDGs) globally. This study explores poverty-related news narratives on Douyin (China’s TikTok) and examines their impact on user engagement (likes, shares, and comments). The primary objective is to refine communication strategies aimed at alleviating poverty. Drawing primarily on the news framing theory, this study analyzes 400 short-video news from Douyin in 2020 through regression analysis, complemented by insights from Chinese mobile news practitioners. Findings suggest that episodic-gain coverage, which emphasizes real-life scenarios and individual determination, effectively engages users. Visual framing devices, including action-driven and speech-driven opening scenes, captivate viewers and mobilize social support. Additionally, this study reveals that storytelling redundancy enhances news engagement by improving perceptual fluency in short videos. Moreover, tailored rhetorical strategies for short videos, such as subjective expressions and question-based headlines, further evoke the exchange of users’ social values. In conclusion, Douyin plays a central role in the ongoing process of media convergence in China. The study explores how platforms such as Douyin can promote SDGs, encourage public participation in addressing poverty and social care, and provide valuable insights for news content creators seeking to enhance storytelling and engagement in mobile media.

Research on the Problems and Strategies of the Integrated Development of Provincial Radio and Television Media

Driven by the information society and network technology, the media landscape is facing a profound transformation, and the rise of new media has reshaped the media ecology. In the face of the information dissemination reform in the new media era, media convergence has become the key path for radio and television media to cope with challenges and achieve transformation. However, in the practice of integrated development, provincial radio and television media have encountered many challenges, such as lagging brand building, insufficient content innovation, single profit model and technical integration problems. These factors have seriously restricted its transformation and upgrading in the new media environment. Through the in-depth discussion of the integration path of provincial radio and television media, this paper aims to reveal its common problems on the road of integration, and put forward targeted countermeasures and suggestions, so as to provide theoretical guidance and solution path for the practice of provincial radio and television media in media integration, and promote its sustainable development and competitiveness in the new media environment.