VARIETY SHOW DIVERSITY: TRANSFORMING CULTURAL COMMUNICATION

Abstract

In the era of fusion media, traditional media is undergoing disintegration, prompting variety shows to adapt to the evolving landscape. Concurrently, the emergence of new media platforms like TikTok, RED, and Kwai has drawn a massive and engaged audience. These platforms offer real-time interaction, spatial-temporal information dissemination, captivating content, and data-driven insights into audience interests. To thrive in this dynamic digital landscape, integrated media must diversify its offerings. Adapting technologically and innovating creatively are essential for success in a highly competitive digital media environment. This study explores the imperative of diversity and innovation in the integrated media sphere, addressing the need to break through technological barriers and elevate content creation to stand out in the digital media landscape