Exploration of Cultural Change of Film and Television Art Media Formation and Digital Cultivation Path of Media Talents

The ongoing evolution of digital technology significantly transforms the format of film and television media, simultaneously diversifying the training modes and requirements for media professionals. In this paper, the comprehensive characteristics of film and television art media are analyzed, and specific manifestations of cultural change in the form of film and television art media are identified. At the same time, combined with the cultural change manifestations, it helps media talents to find their role positioning, clarifies the digital literacy structure of media talents, and establishes a double-loop digital cultivation model of the connotation and form change of film and television art media. To further explore the digital cultivation of media talents, a quantitative analysis of data was conducted on the market development trend and the cultivation of media talents. It was found that the overall market demand for media talents increased by 65.67% between 2015 and 2023, but the employment rate of media talents decreased by 3.85 percentage points between 2016 and 2020. The χ2 -test value of digital training of media talents is 26.317, which has a very significant difference at the 1% level. The digital cultivation mode of media talents based on digital technology can effectively enhance the satisfaction of media talents, better meet the demand for talents in the film and television art media market, and help the media industry develop with high quality. © 2024 Yi Wang, published by Sciendo.