CHINA MEDIA MARKET DEVELOPMENT TRENDS UNDER THE INFLUENCE OF NEW TECHNOLOGIES

UDC 070.1(510)

  • Zhen Yi – PhD student, the Department of Medialogy. Belarusian State University (9, Kal’variyskaya str., 220004, Minsk, Republic of Belarus). E-mail: 936400630@qq.com; scientific adviser Fedotova Natallia Aleksandrovna – PhD (Philology), Associate Professor, post-doctoral student, Head of the Department of Medialogy. Belarusian State University (9, Kal’variyskaya str., 220004, Minsk, Republic of Belarus). Email: nf333@yandex.ru

DOI: https://doi.org/10.52065/2520-6729-2023-267-1-8

Keywords: media market of China, media integration, short videos, new technologies, massmedia, digital platforms.

For citation: Zhen Yi. China media market development trends under the influence of new technologies. Proceedings of BSTU, issue 4, Print- and Mediatechnologies, 2023, no. 1 (267), pp. 52–59. DOI: https://doi.org/10.52065/2520-6729-2023-267-1-8.

Abstract

The article presents an analysis of the Chinese media market under the influence of new technologies. The author defines and characterizes the main trends in the development of the Chinese media market – media convergence and the rapid development of a short video. An analysis of the current state of media convergence suggests that the Chinese media market is currently at the stage of technological convergence, and 5G technology gives impetus to the development of media convergence and the emergence of new formats of media products. The article examines how the emergence of other new technologies, such as AR, VR and big data, is accelerating the process of media convergence and changing the structure and formats of China’s traditional media market. The author of the article reveals the features of the Chinese short video market, characterizes its current state, reveals new content presentation models, such as “short video + live broadcast”, “short video + education”, “short video + + games”, etc. The author makes emphasis on the fact that short videos in China are the most popular format for Chinese users, as well as a means of disseminating socially significant information and can be an effective tool for integrating society.

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