Lu Wang, Yichun Wu

Lu Wang

28 Feb. 2023

CCTV news, Personification communication, Mainstream media.

With the development of the Internet, various new media communication methods have emerged, providing more space and possibilities for building news brands that show national power, represent the country's image and enhance its competitiveness. As the most representative and authoritative mainstream media in China, CCTV News has shown up prominently by using the communication means of brand personification, and has become the benchmark of personification communication of news brand. Based on the analysis of the personification communication motivation of CCTV News, this study analyzes the adaptation measures and presentation effect of the personification communication of CCTV News, and provides reference for other traditional mainstream news media to carry out personification communication.

© 2023, the Authors. Published by ISCCAC

This is an open access article distributed under the CC BY-NC license