Author(s)

Xiaodan Jin

Corresponding Author

Xiaodan Jin

ABSTRACT

With the development of economy and society, people's working style and pace of life have changed a lot, leisure time is fragmented, and the demand for interactive expression and information is increasing. The emergence of new media caters to people's new needs. In the interactive development, a chain of media has finally formed. People gradually realize the development opportunities and challenges brought by new media, and actively demand reform in marketing to promote better development. Traditional webcasting is mainly used in the process of reporting sports events and major news events. Ordinary people can also use the internet to broadcast their lives and introduce their products. The composition of webcasting is more diversified, and some neglected cultural phenomena and new cultural forms have attracted more attention, which has invisibly given birth to a certain number of economic drivers and is one of the more popular communication modes at present. Under the new situation of webcasting mode, we can improve the efficiency of webcasting by strengthening the research on the innovative mode of new media.

KEYWORDS

In the era of new media; Online live streaming; Communication mode