Research on the Mechanism and Path of Mainstream Media Cultural and Creative Communication Driven by Digital Technology ——Taking “Dingduan News” as an Example

DOI

10.2991/978-2-38476-577-5_98How to use a DOI?

Keywords

Digital Technology; Generative AI; Mainstream Media; Cultural Creativity; Media Convergence

Abstract

The digital transformation of current mainstream media has entered a deep-water zone, and how to use artificial intelligence and big data to reconstruct the logic of cultural and creative communication has become the key to breaking the situation. This study abandons grand narratives, focuses on integrated media samples such as “Dingduan News,” and attempts to deconstruct the deep penetration mechanism of digital technology in the dimensions of communication space-time, narrative paradigm, and industrial form. The study finds that new media technology is not a simple superposition of tools, but through reshaping the connection topology structure of “people-content-scene,” it forces mainstream media to complete the ecological leap from “news + advertising” to “news + cultural creativity.” This is essentially a stock resource activation movement based on technological affordance (Affordance). The conclusion points out that only by using AIGC and immersive technology as levers can we break the law of diminishing marginal utility of traditional communication and win back core market value for mainstream media through differentiated competition in the digital jungle.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jinke Hao
PY  - 2026
DA  - 2026/05/15
TI  - Research on the Mechanism and Path of Mainstream Media Cultural and Creative Communication Driven by Digital Technology ——Taking “Dingduan News” as an Example
BT  - Proceedings of the 2026 5th International Conference on Social Sciences and Humanities and Arts (SSHA 2026)
PB  - Atlantis Press
SP  - 970
EP  - 978
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-577-5_98
DO  - 10.2991/978-2-38476-577-5_98
ID  - Hao2026
ER  -