UGC INTEGRATION STRATEGIES IN TRADITIONAL MEDIA TRANSFORMATION IN CHINA: A COMPARISON OF PLATFORMS AND USER PARTICIPATION MECHANISMS

This study explores the role of User-Generated Content (UGC) in the digital transformation of traditional media in China. Through a comparative analysis of practices by China Central Television (CCTV) and Sichuan Radio and Television (SRT) on Weibo and Douyin, the paper highlights opportunities and challenges associated with integrating UGC. While CCTV focuses on an authoritative stance and nationwide topics, SRT emphasizes local engagement and interactive engagement. Although UGC can expand news sources and enhance audience participation, it raises concerns about authenticity and professional standards. The paper proposes recommendations for improving moderation systems, motivating users, and ef fectively integrating UGC with professional news production.