The Integration And Transformation Of The Communication Mode Of The National Grand Theater

Driven by digital technology,new communication technologyand new media are emerging.The emergence of phenomenal new things of the communication industry has led to profound changes in the whole process of communication.China’s media industry has been upgrading from the traditional media to "Internet plus" and from "All media" to the development of the “Media Convergence”.Media industry in China is constantly changing to represent the general trend of media digitization and media convergence.The National Center for the Performing Arts(NCPA)has been relying on the traditional media in brand communication and socialized communication of elegant art for a long time,and its dissemination layout is highly dependent on the traditional media.Facing the profound transformation of traditional media,the communication mode of the NCPA is also facing new opportunities and new topics.Based on the "5W" model proposed by the American political scientist Lass Well,this article will focus on the status quo of brand communication in the National Grand Theatre and explore the reform strategies of the 5W broadcasting model of the NCPA under the medium of the development of media convergence through practical research,literature survey,data analysis and other methods,to ensure the reliability and validity of the research,and to study the transformation of the 5W communication mode of the NCPA under the spread of media convergence.Taking the five elements of 5W model as the research dimension,this paper analyzes NCPA,as an individual "disseminator",how to enhance the communication ability of the "disseminator",and how to integrate the changes in the five aspects of the communication content,the media,the audience and the effect of communication.At the same time,it provides the optimization suggestions for the NCPA communication mode in the aspects of organizational structure,resource integration and process reengineering,including adjusting the existing communication organization structure,adjusting the professional structure of the disseminators,redistributing the promotion resources,and increasing the strength of the data convergence.We hope to create a unique and elegant dissemination mode of art,and provide theoretical support and practical reference in the field of brand communicationfor domestic art institutions.