Study On TV Promoting Propagation Force Leveraging New Media

In recent years, new media has shown a strong momentum of development, and hasprofound effects on the pattern of news production and propagation. In this background,TV expands propagation territory by means of new media, achieves reform and innovationof the TV program styles constantly, and forms new communication situation.From the perspective of TV and new media leveraging with each other, this papertakes Phoenix Satellite TV and Phoenix New Media as an example, to study thephenomenon of Phoenix satellite TV promoting the propagation force leveraging PhoenixNew Media. To be specific, the paper firstly sorts out the concept of Propagation Forcein the existing research, analyzes the subjective and objective elements involved in theformation of propagation force, then makes interpretation of the transition ofcommunication process and communication mode under the background of new media.The paper accounts for the propagation force of Phoenix Satellite TV and Phoenix NewMedia from multiple angles, in an attempt to present Phoenix New Media’s significant rolein promoting propagation force towards Phoenix satellite TV. Through the interpretation ofTV media under the rules of new media discourse and evaluation standard of propagationforce, as well as the explanation of new media practice case from CNN and Europeanews,the paper attempts to analyze the strategies of promoting propagation force for TV mediaunder the new media environment.