Series Vol. 37 , 10 November 2023
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China's official media business model transformation pressure is increasing day by day. The contradiction of the binary system business model is becoming increasingly prominent. Official media need to take into account the goals of ideological propaganda, commercial operation, and improving profitability. Against this background, subcultural capital has become the favored breakthrough of traditional media. Cultural capital and subcultural capital, as a kind of resource that can be invested in and reproduced, reveal the internal logic of the subculture industry and provide a new perspective for people to study the effect of subcultures on the operation of official media. This paper uses the economic management model SWOT-PEST mode analysis model to explore the impact of subcultures communication on the operation of China's official media, as well as the advantages, disadvantages, opportunities, and threats brought by cultural communication in the political, economic, technological, and social environment. This paper tentatively puts forward the concept of “mainstreaming of subculture” and probes into the contradiction between official media's subcultural capital investment and the development path of subculture itself.
subcultural capital, chinese official media, media management, SWOT-PEST model
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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.