Author(s)

Zhihang Wu ¹

Affiliation(s)

¹ Zhejiang Yuexiu University, Shaoxing, Zhejiang, 312030, China

Corresponding Author

Zhihang Wu

ABSTRACT

In the era of the Internet, technological empowerment of new media has eroded the authority of traditional mainstream media, and the failure of communication channels has led to the loss of discourse power. Media integration has shifted from an early market logic driven by revenue to a new type of mainstream media driven by political logic. In their speech on August 18th, national leaders proposed to accelerate the integration and development of traditional and emerging media, and mainstream media should actively layout the construction of the central kitchen, Enable the "main force" to seize the main position of public opinion and regain discourse power through the construction of a three-dimensional fusion matrix. In this context, this article analyzes the communication characteristics of public service advertising in the era of integrated media through literature review and case analysis. Based on this, it analyzes the live broadcast communication of anti fraud police officer Chen, and proposes innovative strategies for public relations advertising communication.

KEYWORDS

Media integration; Public service advertising; Communication strategy

CITE THIS PAPER

Zhihang Wu, Research on public service advertising communication strategy under the media integration environment. Media and Communication Research (2023) Vol. 4: 1-5. DOI: http://dx.doi.org/10.23977/mediacr.2023.040901.

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