Research On Communication Strategy Of "Anchor Talking Hookup" Under The Background Of Media Integration

Under the background of Media Convergence,traditional TV news programs are facing the survival predicament of audience diversion and sharp decline in ratings.As a short-video news program of current affairs and politics,"anchor talking hookup" is a successful attempt made by the Central Radio and Television General Station under the background of media integration.Therefore,based on "anchor talking hookup",this paper analyzes the communication strategy of the talk show,and investigates the communication effect of the talk show,and then on the basis of summing up the beneficial attempts and deficiencies made by the program in innovating the mode of communication and the content of communication,as well as expanding the audience scope,this paper puts forward some suggestions for the transformation and development of traditional TV news programs in the new era.In this paper,the media integration elements are divided into operation concept,production mode,content and form,technical means and distribution channels,and from these four dimensions,the author analyzes the communication strategy of "anchor talking hookup",this paper investigates the effects of the communication strategies currently used in the programs by means of a questionnaire.It is found that "anchor talking hookup" is close to the needs of its users,and its influence is enlarged by means of living text language,individualized language expression,short and concise program form and multi-channel distribution.However,with the passage of time,the bottleneck of the development of the program has become increasingly prominent.Based on this,this paper tries to put forward corresponding suggestions for the innovation and integration of the traditional mainstream media,which should strengthen The needs of the users,strengthen the two-way interaction with users,and the combination of professional creative team and user participation,deep Tillage Program content,thus can make the traditional mainstream media better adapt to the media ecology,strengthen the brand value and its influence.