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This book discusses the development strategies of Chinese media convergence in the current, fast-changing communication environment. Drawing on both theoretical and empirical data and based on the author's observations, focus groups, and in-depth analyses of selected Chinese radio and TV networks, it illustrates key lessons for the maintenance and future improvement of talents, advertisement, media organization management, business development, and coping strategies. Further, it outlines a framework that helps readers to consider how to use communication strategies for the construction of media convergence in the context of China by referring to theories of international communication and political communication.
Presenting research on the development strategies of Chinese media convergence, it offers a systematic study of the processes through which the Chinese radio and television industries make use of proper communication strategies to have a profoundglobal influence.
List of contents
Chapter One: The Rise, Concept and Manifestations of Media Convergence.- Chapter Two: The Challenges and Opportunities Facing Radio and Television Against the Background of Media Convergence.- Chapter Three: Cases of Reforms of Radio and Television Against the Background of Media Convergence.- Chapter Four: Communication strategies of Radio and Television against the Background of Media Convergence.- Chapter Five: Prospects for Media Convergence.
About the author
Professor Peng Duan is the vice-president of the Communication University of China, the executive associate director of the Key State Lab of Media Convergence and Communication (Communication University of China), and the managing editor of the SAGE journal Global Media and China. He is one of China's leading scholars, with broad experience in journalism and communication studies, particularly in the fields of radio and television news, communication theories and audience analysis.
