Image Study Microblogging Chinese Television Host

As an issue concerned by the industry and academic circle for a long time, theimportance and assistance of image-making for TV presenters on their work performance iswidely acknowledged. As media environment changes, the new media is making anaggressive shock on the old one and how to recreate image for TV presenters becomes a newproject to be studied. This essay discusses what image Chinese TV presenters should build onmicro blogs, the significance and impact of micro blog image in mass communication, as wellas how to build image on micro blogs.With more and more attention paid on image-making for TV presenters during masscommunication, insiders are doing further research on “Branding of TV presenter”.Researches in existing paper show that, what get perceived by public at first time about a TVpresenter are the irreplaceable core status and public image, which will directly affect public’s attitude on the program and media. To clarity the meaning and purpose of the research:micro blog image is an innovated item derived from this new media environment; micro blogimage gets formed during the process of registering account, tweeting, getting followed by netuses and spreading information. Micro blog image is part of media image and lies betweenpersonal image and occupational image. This article will define this concept and look into thecurrent situation and prospect of micro blog image for TV presenters. Research will takequestionnaire method, quantitative analysis method and case analysis method to make up forthe shortage of existing research literature and provide reference for making healthy microblog image effectively.The development of communication technology has brought about the ever changingmedia environment and micro blog is leading the new media by having274millionusers. The threat traditional media faces from the development of new media forces theinnovation of TV media, so TV presenters need to keep pace with the time. Traditional mediatry hard to brand TV presenters in order to take more share of the market, whereas, aftertraditional communication modes are abandoned, micro blog image of TV presenters emergeduring the interactions with other users. According to research about the micro blogs opened on famous portal by famous TVpresenters, most TV presenters own a micro blog account, or even more than one account.These accounts have a great number of followers and generate strong impact. So it is assumedthat: micro blog image is a unique public image under new media environment. This image isaffected by the characteristics of TV presenter him/herself and the characteristic of theprogram that he/she is in. this image is an extension of their screen image, and accounts for animportant part in media image. This definition of micro blog image is demonstrated byinvestigation on two micro blogs owned by famous entertainment presenter Xie Na and Newspresenter Lv Qiu Lu Wei respectively. The content and follower request were investigated andmicro blog images were analyzed and compared.The13th China internet development research report conducted a questionnaire surveyby selecting250Chinese net users who stand for the general net users. The survey resultsuggests, firstly, most people pay close attention to TV presenters’ micro blogs and havehigh expectation on them. Secondly, there is a connection between TV program and thecontent of micro blog. Thirdly, people rely on these micro blogs. The survey also raisedproblems such as using micro blog to spread false information, advertisements, irresponsibleposts and slow updates.This essay studies the role of TV presenters in mass communication, employs semioticsprinciple and the theory on the communicational level for the demonstration of the feasibilityof molding micro blog image. It also summarizes the characteristics of networkcommunication, explains the benefits and meaning on TV presenters from the aspects ofleading public opinion, interaction with public and advertising effect. In addition, it madedemands on TV presenters in the aspect of judging ability, personal quality, psychologicalquality and technical applications. Finally, it summarized the misunderstanding in micro blogmaking process such as pursuing quick success, being superstition, and acting isolated awayfrom the program, and being irresponsible.The research comes to the following conclusion: Firstly, TV presenters’ image is anextension of their screen image and accounts for an important part in media image. Secondly,micro blog image-making is applicable and necessary because it fits in this environment and is in accordance with public needs. Thirdly, while micro blog serves the needs of TVpresenters, it also pushed the demand for their judging ability, personal quality, psychologicalquality and professional competence.