Research On The Communication Mode Of Virtual Anchor In The New Media Environment

Internet users have changed from "Millennials" to "Generation Z",and Internet technology is also advancing from "web1.0" to the dream of "Metaverse".New technical means and audience characteristics define mass communication in this era,and also endow communication culture with new connotations.Catering to the unprecedented unique audience,market and new media communication mode’s new demand for cultural communication,a product of the combination of technology and culture was born.As a new form of communication in the new media environment,virtual anchors are responsible for the communication of youth subculture and mainstream culture,and provide diverse cultural supplies to audiences with unique and rich tastes;mainstream media and traditional culture are frequently used in the communication of youth groups Frustrated,cultural communication in the form of virtual anchors is refreshing.This article takes the virtual anchor as the research object,and conducts qualitative research on the virtual anchor through the research methods of literature reading,participatory observation,structured interview and case analysis.The author sorts out the relevant academic works,combines the practical experience of the industry to put forward the definition of virtual anchor,and classifies it from two directions of external form and internal substance;uses the 5w communication model to analyze the virtual anchor communication mode.In addition,taking the graduation work "The Man in the Bag" as an example,it focuses on analyzing the relationship between the form and content of the virtual anchor,and the integration of mainstream culture in the form of virtual anchor in the pan-entertainment communication environment,and puts forward The focus of the future development of the virtual anchor.Through research,it is found that the emergence of virtual anchors and their inherent media characteristics benefit from the continuous changes in the two-dimensional culture and technology that gave birth to it.As a new communication method with its own attributes,virtual anchors,content is to form,just like a person in the middle is to virtual anchors.From the aspects of communicators,communication content,communication media,audience and communication effects,whether it is from the emotional satisfaction of the audience or the humanism of cultural communication,grasping the core of excellent spirituality is still the key to the communication of virtual anchors.The advantages of new communication methods and the integration of excellent traditional culture demonstrated by existing successful cases have brought new opportunities to mainstream media and cultural communication.