Exploration of Film and Television Cultural Communication Strategies in the Digital Era

Based on the information digital technology and Internet platform of new media, this paper discusses how they accelerate the change of film and television culture communication. This paper first constructed a clustering index system for film and television culture communication, then adopted the improved K-prototype algorithm to determine the clustering center, and calculated the distance between the research data and the initial prototype. Then, the total loss function is used to cluster the data. The Analysis shows that between 2013 and 2023, the box office of movies and TV shows will increase by an average of 616 million yuan per year, and the number of moviegoers will increase by 958 million in 11 years. The study also found that the themes of entertainment (p=0.004<0.05) and traditional culture (p=0.042<0.05) had a significant negative impact on the breadth of communication. In contrast, the themes of treasure hunting and adventure (p=0.006<0.05) significantly negatively affected communication participation. Based on these findings, the paper puts forward suggestions for the future development of film and television culture communication strategies, which provides a valuable reference for the practice and data support of film and television culture communication. © 2023 Yueqi Wu, published by Sciendo.