| In recent years,with the rise of live delivery,the epidemic situation in COVID-19 has pushed live delivery to gradually become an important industry pillar to promote economic development and an important way for residents to shop.With the continuous in-depth development of live delivery,live delivery has gradually become an important channel to boost public welfare undertakings.The combination of live delivery and public welfare undertakings has formed a development model of "live delivery plus public welfare undertakings".This model not only promotes the development of live delivery to a new height,but also brings new opportunities for the development of public welfare undertakings,realizing the unity of economic benefits and social benefits.Major mainstream media,as leaders in the development of the industry,have actively joined the ranks of public service live broadcasts.CCTV conducted the first public service live broadcasts in the first half of 2020 and achieved great success.Mainstream media such as People’s Daily and Xinhua News Agency followed closely,and they entered the public service live broadcasts one after another.The mainstream media live broadcast for public welfare has opened up a new idea for mainstream media to help public welfare undertakings,accelerated the integration process of mainstream media,and also pushed the development of live broadcast industry to a new height,making"mainstream media+public welfare undertakings+e-commerce live broadcast" a new development model that integrates economic benefits and social benefits.The author mainly takes the mainstream media public welfare live broadcast as the research object.Firstly,it gives an overview of the mainstream media public welfare live broadcast with goods,focusing on the analysis of the current situation and characteristics of the mainstream media public welfare live broadcast with goods.At present,the mainstream media public welfare live broadcast with goods mainly presents three characteristics:first,the economic value is linked with the public welfare value;Second,entertainment and culture coexist;Third,the credibility and influence are strong.Secondly,it discusses the rise of the mainstream media public welfare live broadcast with goods.From the realistic background,the social recovery needs after the COVID-19 epidemic,the development of rural plastic surgery strategy and the rapid development of e-commerce live broadcast industry constitute the background of the mainstream media public welfare live broadcast with goods.From the perspective of internal motivation,the needs of mainstream media to achieve media integration,transformation and development,as well as their own social responsibilities,have promoted mainstream media to bring goods to public welfare live broadcasts.Thirdly,the author sorts out the three forms of mainstream media public service live broadcast with goods.At present,"mainstream media+e-commerce platform","mainstream media+new media platform" and"main streaming TV programs+public service live broadcast with goods" are the three main forms of mainstream media public service live broadcast with goods.Finally,it analyzes the existing problems of the mainstream media public welfare live broadcast,and puts forward some development suggestions based on the existing problems.At present,the existing problems of the mainstream media public welfare live broadcast with goods mainly show that the exclusive flow is insufficient,and the drainage barrier needs to be broken;No professional team with comprehensive coverage has been formed,and the public service live broadcast chain needs to be improved;The credibility loss crisis of mainstream media and so on.According to these problems,the author puts forward some suggestions on the sustainable development of the mainstream media public welfare live broadcast with goods,hoping to provide some reference value for the future development of the main streaming media public welfare live broadcast with goods. |
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