A Study on the Production Logic and Communication Management of Cultural Creativity in the Context of Digital Media

Tianqi  Gong

doi:10.54691/k5sb2r08

Authors

Tianqi Gong

DOI:

https://doi.org/10.54691/k5sb2r08

Keywords:

Digital media; Culture creativity; Production logic; Communication Governance; Industry development.

Abstract

Digital technology has restructured the content production and information dissemination models of the cultural and creative industries. In the traditional media era, the creation and dissemination of cultural and creative content were dominated by professional institutions, with an industry that was closed in operation and a fixed creative group. The public could only passively receive the content but could not participate in the production process. After the popularization of online media, the entry threshold for the cultural and creative industry has significantly decreased. Ordinary users can carry out content creation, adaptation and dissemination activities through online platforms, becoming an important participant in the cultural and creative industry, and promoting the industry to form a new development pattern of digital production, mass co-creation and cross-industry integration. While digital networks promote the innovative development of the cultural and creative industry, they also give rise to many industries. Currently, there is an oversupply of homogeneous content in the cultural and creative market, and copyright infringement issues occur frequently. The regulatory model adapted to traditional communication scenarios cannot adapt to the fragmented and diversified characteristics of online communication, seriously hindering the high-quality development of the industry. Based on the current digital communication characteristics and the industry status of mass co-creation， this paper analyzes the changes in the cultural and creative industry in the digital environment in terms of creative subjects, production models and value orientations from a micro communication perspective, sorts out the existing problems in the industry and proposes targeted governance and optimization solutions. The research results can provide practical support for the digital transformation of the cultural and creative industry and the standardized governance of online content, and enrich the theoretical research on the governance of digital cultural and creative industries.

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