Cross Media Communication Of Crosstalk From The Perspective Of Innovation Diffusion Theory

The report of the 19 th National Congress of the Communist Party of China emphasizes that socialist literature and art must adhere to the people-centered creative orientation,and carry out literary and artistic creation worthy of the times in deep life and rooted in the people.Crosstalk,as a traditional folk art,should pay attention to the guidance of socialist literature and art in the process of dissemination,and create works worthy of the new era on the basis of the purpose of traditional drama.However,in recent years,how to build the effective order of crosstalk market has become the key task of the development of socialist literature and art at this stage.The communication development of cross talk has also become a hot topic explored and discussed by many communication scholars and literary workers in the new era.Traditional culture is one of the embodiment of the national soft power of culture and the comprehensive national strength of the country.As a national intangible cultural heritage,crosstalk is also the demand of Xi Jinping’s new socialist policy of China’s literature and art in the new era.This paper mainly includes the following parts:The first chapter is the introduction.In this chapter,the author first combs the research background,research significance,domestic and foreign research reviews,the ideas and methods of this study,the innovation points and difficulties of this study,and discusses the innovation diffusion theory and cross-media communication of cross-talk in detail,which plays a key and basic role in the analysis of the second chapter.The second chapter is the innovation and diffusion of cross-media communication.In this chapter,the author first combs Rogers’ innovation diffusion theory,including its main sources and the main core points of the theory;secondly,based on Rogers’ innovation diffusion theory,the author analyzes the innovation form and process,as well as the diffusion process,especially in the five stages of innovation decision-making process,that is,based on Rogers’ innovation diffusion theory Finally,it summarizes the characteristics of innovation diffusion process.The third chapter,cross talk cross-media communication audience acceptance factors analysis.In this chapter,based on Rogers’ innovation diffusion theory,through the questionnaire survey of quantitative analysis,the author takes 839 valid samples collected as the quantitative analysis database of this study,and makes a scientific analysis of the samples.Based on the five dimensions of "relative superiority","communication compatibility","communication ease of use","communication testability" and "communication observability",this paper analyzes the influencing factors of audience acceptance of cross-media cross talk communication.The fourth chapter,cross talk cross-media communication problems and optimization strategies.According to the data analysis of the previous chapter,in this chapter,based on the theory of innovation diffusion,the author makes a full discussion on the problems existing in cross-media communication of cross-talk: first,the audience’s awareness of cross-media communication innovation is limited;second,the social function of observability in cross-media communication remains to be further explored;third,cross-media cross-media communication of cross-talk The lack of grasp of key audience.It also puts forward the corresponding optimization strategies that are conducive to cross-media communication: first,improve the audience’s awareness of cross-media communication innovation;second,improve the observable social function;third,in the future innovation communication,we should better retain the audience and make it the backbone of innovation diffusion.Conclusion: through the above related research,the general conclusion of cross-media communication strategy of crosstalk is drawn,and according to the actual situation,the shortcomings and related prospects of this study are summarized.