| With the in-depth development of media integration,TV news anchors are moving from big screen to small screen,from mainstream media to social media,striving to build a three-dimensional and multi-dimensional media image.In the process of transformation,the original authoritative,serious and solemn "national face" image of news anchors has become more grounded,more affable and more easily received by the audience.The reason why this transformation is worth studying and paying attention to is whether the integrity,consistency and richness of the news anchor’s media image will help to better spread the mainstream voice and serve the audience,and how to grasp the boundary of its transformation is worth considering.This paper takes full media as the context,TV news anchor as the research object,takes CCTV news anchor Haixia as a typical case,and uses the case study method and content analysis method to conduct research and analysis.First,based on the full-media context,the background of the news anchor’s media image presentation is analyzed.The study finds that the media environment,communication concept and audience needs of the media image construction of TV news anchors have all changed.The increase of communication channels driven by technology has made it possible to present the multi-dimensional image of news anchors,and the change of media environment has also driven the change of broadcasting organizations’ concept and actively explored the transformation of youthfulness in the presentation of news anchors’ media image.Nowadays,audience needs have changed,and the construction of news anchor image should consider meeting audience aesthetic expectations and constantly improve according to audience feedback,and audience’s reshaping of anchor image directly affects the behavior and effect of news anchor image construction.Secondly,focusing on typical cases,the representation of Haixia’s media image presentation in the all-media era is discussed in four dimensions: style,rhetoric,theme,and value,as a basis for analyzing the changes in the media image of current TV news anchors,including the transformation from a single screen to the image presentation behind the aggregated curtain,from fixed broadcasting to personalized discourse expression,and from elite discourse to popular discourse.Looking at the current wave of news anchor image transformation,the starting point of media image transformation is for TV news anchors to change their language,break the patterned image symbols,and then highlight their personality charm.In the current communication environment,the front and backstage boundaries of news anchor image communication are gradually dissolving.To do a good job of impression management of the front and backstage,to keep the consistency of the front and back presentation of the role,to grasp the boundary and scale,and to moderate exposure is an important means of extending the media image of news anchors.News anchors should construct a professional image of spreading quality content by strengthening user thinking,build a social image of leading mainstream values by strengthening core strengths,and present a media image of a communicator with a sense of equality and humanism by using emotional strategies. |
PDF Full Text Request