Construction Of Youth Culture In The Age Of Media Integration

With the continuous development of media technology and change,People can get more rich media resources,the media environment is more complex.Rapid development of new media has broken the situation of traditional media monopoly,make media resources realize the differentiation,integration and reorganization.New media and the traditional media realize the development of convergence in technology and form.they can reach complementary advantages on media function and realize the growing integration trend.People entered the media convergence era.The emergence of new media such as micro blog and micro letter is sought after by young people.New media not only become the youth access to information,the window on the world,become more youth’s most popular form of entertainment and social channels.In so far as to say that new media exerts a subtle influence on the youth group,shaping the youth culture.As the most public welfare television program for young people in China,CCTV’s “Voice” serve youth groups as the target audience,in the way of youth idols from various fields speak to the young people to pass the positive energy to them,guide young people set up the right outlook on life and values.At the same time,“Voice” is actively using new media platforms such as micro blog,micro letter to interact with young audience,it has a profound effect on youth culture construction.Based on the youth culture construction as the research object,take the first public class for youth CCTV “Voice”as a study case,closely combining with the current background of the age of media convergence,using of journalism and communication,culture,sociology and other related theory to do deep analysis on “Voice”.Systematically analyse “Voice” is how to combine the power of traditional media and New Media to influence the present youth groups,how to play a role in the youth culture construction.And then points out that the main way,social value and practical significance of the youth culture construction in the media convergence era.And then think and discuss the strategy of the youth culture construction in the media convergence era.