With the rapid development of digital technology, a new social culture has emerged between new media and traditional media. Digital technologies are gradually being integrated into the media industry, significantly enhancing the dissemination efficiency of traditional media programs and providing strong support for the modernization of new media. In this context, media professionals need to deeply understand the impact of social communication on traditional media. This understanding is essential to explore new work models aimed at meeting audience needs, maximizing the advantages of social communication, injecting new vitality into the dissemination of broadcast and television programs, and promoting the sustained and healthy development of traditional media.