The Breakthrough and Development of Broadcasting and Hosting Talents under the Environment of Big Data Media Innovation

In the era of big data, new changes, the shift from “the vertical one-way structure” mode to “the complex two-way structure” mode, have taken place in the way of social communication, forming an interactive communication mode, the mainstream communication mode of the new media. Taking 151 junior college students majoring in broadcasting and art in Henan Province as samples, the survey was conducted from three dimensions, students’ career selection behavior of new media, their cognitive attitude towards new media and their professional learning expectation at college. Guided by the employment standards of new media organizations, colleges and universities should reintegrate the curriculum content and form the teams of double teachers. In addition, this paper re-examines the issues of the curriculum, training programs, talent output, which are optimized and constructed on the original basis, and explores how broadcasting and hosting art professionals can better adapt to the new employment environment of big data media so as to achieve the perfect connection between the demand for professionals and enterprises.

With the establishment of new China, the accelerating pace of reform and opening up, Chinese media industry has shown a devastating development from print media, broadcast media, television media to the Internet media. Media technology is constantly innovating and developing and media forms have undergone unprecedented tremendous changes. The development of new media, media reform and integration have become an irresistible trend, which not only affects the development of media industry, but also brings about opportunities and challenges to industries such as education, commerce, economy and culture. The cultivation of media talents in colleges and universities is the main channel for providing outstanding professionals for the media industry who are important driving force for the development of the media industry. It has become the main research of current scholars on how to make graduates majoring in broadcasting and hosting better adapt to the work requirements of the media organizations under the new media environment.