Author(s)

Zhang Yujie ¹

Affiliation(s)

¹ School of Journalism and Communication, Jinan University, Guangzhou 510632, Guangdong Province, China

Corresponding Author

Zhang Yujie

ABSTRACT

With the trend of media convergence and the impact of the epidemic on the economy, live streaming is developing rapidly. On April 6, 2020, CCTV launched a series of "Thank Your Group Buying for Hubei" public welfare live streaming. Since then, it has started the multi-IP cooperative live broadcast mode of "television anchor plus star streamer" . This paper takes six cooperative live streaming in the first half of 2020 as the research object, and analyzes their causes, characteristics and communication effects by using media convergence theory. Among the reasons why cooperative live streaming has received much attention and continued to grow, the government has encouraged policies on live streaming, assisting agriculture and the integrated development of media. Their common characteristics are the integrated development of media and e-commerce, multiple IP, multiple platforms and the public welfare theme of assisting agriculture. They have also contributed to the high sales volume, the improvement of the product chain and the win-win of television anchor and star streamer. The study of this paper will provide a feasible path for the deep integration reform of traditional media and new case for the study of media convergence theory.

KEYWORDS

Live streaming, Media convergence, Assist agriculture, Multiple ip model

CITE THIS PAPER

Zhang Yujie. Live stream Shopping from the Perspective of Media Convergence-The Case of Co-operation between Television Anchors and Star Streamers. Art and Performance Letters (2021) 2: 19-23. DOI: http://dx.doi.org/10.23977/artpl.2021.23004

REFERENCES

[1] Cao Y, Fu Y. (2009). Media differentiation from Negroponte's "Three Circles Overlapping" theory [J]. Journal of Southwest University for Nationalities,30(12):223-226
[2] Manzerolle, V. (2013). Media Convergence: The Three Degrees of Network, Mass and Interpersonal Communication[J]. Information Communication & Society, vol.16,no.1,pp.148-149
[3] China Social Sciences Network. (2018, July 5). Negroponte's "Media Convergence" .

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