The Extension Of Television:Research On The Phenomenon Of Cross-Screen Communication

After a hundred years of renewal and development,television has become a representative of visual media in traditional mainstream media,occupying most of the time of the audience's media use,and also an important channel of mass communication.However,with the rise of Internet technology and new media,the media usage habits of audiences have changed,and the status of TV "big screen" has been shaken,replaced by the Internet platform with "small screen" as the carrier,such as mobile phone,i Pad,and so on.The development of TV is facing challenges.At the same time,promote the extension of the television media fusion,characterization of spread across the screen as an extension of the TV,become the trend of TV media positive change,bring opportunities for TV media,spread across the screen is television transmission logical integration of new media,logic,not confirm the TV broadcasting,but extend continuously.Based on extension of television as the research subject,in order to spread across the screen as the research object,the investigation about the extension of TV has launched a research on the phenomenon of television across the screen transmission,using literature analysis,statistical analysis and case study,first of all,the extension and spread across the screen of television generalizes the related concepts,analysis of TV development environment,It also sorts out the development stage of TV cross-screen communication,and determines five analysis indicators,namely,subject analysis,content analysis,channel analysis,audience analysis and effect analysis.Secondly,this paper takes the "cross-screen" related journal papers retrieved by CNKI through manual cleaning and processing as the sample data of the study,and investigates the cross-screen communication phenomenon under the extension trend of TV from the five analysis indicators identified above.At the same time,under the guidance of the media evolution theory of Paul Levinson of the media environment school,this paper explores the new prospect of the extended communication of television.Finally,through observation,induction and summary,this paper puts forward the challenges faced by TV in cross-screen communication and looks forward to its development prospect,which makes this chapter has both theoretical research significance and practical guidance significance.Through this topic research,can further deepen the understanding of the extension of television and the development of television,the television across the screen spread phenomenon has a more in-depth investigation,specific show the TV as a representative of the traditional media of visual media,is how to adhere to the logic under the foundation of the spread of television and new media communication logic mutual competition,vitality and the vigor and age,It is of certain significance to enrich the theory of media convergence and TV research as well as to improve the practice of TV cross-screen communication.