Author(s)

Jue Wang ¹

Affiliation(s)

¹ Furong College, Hunan University of Arts and Science, Changde 415000, Hunan, China

Corresponding Author

Jue Wang

ABSTRACT

After years of development, the cultural industry in Changde has initially formed a relatively complete industrial system. The development of the cultural industry has a certain scale, and a diversified development model of the cultural industry has initially formed. The purpose of this paper is to study the networking and competition of Changde's traditional film and television culture in the digital age. The questionnaire was revised and designed on the basis of the scales developed by the predecessors, and the questions of the related concept scales such as market intentions were quantified by measurement methods. By issuing and collecting valid questionnaires, collecting relevant data, and combining online distribution of questionnaires with offline questionnaires, the sample can be made wider and more accurate. The model is based on the traditional culture of film and television, constructs the model from the perspective of consumer perception, and introduces consumers' attitude as an intermediate variable. After reliability testing, structural equation modeling, etc., the reliability, validity and results of the model were analyzed and studied. The CR value of the construction reliability index was higher than 0.7, and the AVE value estimated by variance extraction was higher than 0.6. Finally, the model was confirmed to be reasonable. And valid.

KEYWORDS

Digital Age, Changde Tradition, Film and Television Culture, Networked Competition

CITE THIS PAPER

Jue Wang, The Networking and Competition of Changde's Traditional Film and Television Culture in the Digital Age. Media and Communication Research (2022) Vol. 3: 9-16. DOI: http://dx.doi.org/10.23977/mediacr.2022.030102.

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