First of all, audience demand is the social foundation of cross-media communication. In the digital information age, people's demand for information is unprecedented. When a single media form can not meet the needs of the audience, cross-media communication came into being; Secondly, the rapid development of new technologies (especially network technology) provides necessary technical support for cross-media communication. Humans have never felt that the power of media technology is so great that it can greatly change and influence the lives of modern people; Finally, the market motivation of cross-media communication is that all kinds of media seek better living environment and development opportunities.
The trend of media integration and cooperation is becoming a historical trend. Cross-media communication is only the external manifestation of this integration and cooperation. Many media giants are not only involved in various communication fields, but also cover the whole world. Murdoch News Group in Australia is simply a media empire without national boundaries. CNN in the United States and BBC in the United Kingdom are both large-scale "aircraft carriers" in the world media field. In cross-media communication, they are the earliest practitioners and the biggest beneficiaries.
It is said that cross-media communication indicates that the media field will enter the "Great Harmony World", indicating a development trend and direction. Its real significance is that the intersection and integration, cooperation and life between different media will become more and more common, and the boundaries between media will become more and more blurred. The final result may be that there is no longer any simple newspaper, radio, television and Internet in this world, but only one thing: mass media.