Research On The Image Construction Of Television Presenters In The Omnimedia Model

With the in-depth development of media convergence,an omnimedia development pattern has been formed.Against this background,television media are actively seeking changes in form,content and communication.Among them,the presenter,as the main body of television communication,is in urgent need of exploring more "convergence ways" and "breaking circles" in the face of the crowding out of the presenter’s living space by network anchors and the multiple aesthetic needs brought by audience iteration."Young’ CCTV" series of programs is an innovative exploration of the CCTV,showing new vitality with the cumulative contact rate of 600 million viewers in the whole network.A total of more than 40CCTV’presenters were invited in the program,which brought a refreshing experience to the audience in the form of Reality Show competition,talent competition and slow live broadcast,and became the flagship brand of CCTV’s new media programs.Among them,the presenter is the core structure of this program.The presenter has changed the past performances in their respective programs,showing amulti-dimensional change in "image" with a more grounded,humorous,net-like and real performance,and realizing the "broken circle" spread,which has won the love of many new media netizens.The "Young’ CCTV" program can be said to be a concrete practice of the transformation of traditional TV media presenter’s image.The program explores from various angles and uses various strategies to construct the presenter’s image,which provides a realistic path for promoting the transformation of presenter’s image.For example,using the discourse expression of "light voice",using the expression of light weight to match the aesthetics of the network audience,and creating the image of the presenter with "network influence";Create network labels,such as "Sunny Sisters" and "CCTV boys",which refers to they of alias,these have narrowed the distance with the young audience and indirectly broken the shackles of the circle;The presenter shows his personal charm through the network,turns the audience into "fans",and tries to explore the development direction of the presenter’s "idolization";From the perspective of parody theory,the image construction of the presenter also includes more "backstage" images.The traditional image management is to "strengthen giving and weaken revealing".However,in the media,the emphasis between "giving" and "revealing" will be different.These are all concrete explorations of the image construction of the presenter.Generally speaking,the presenter of the program should be integrated into the circle of young audiences with multi-dimensional image presentation,play multiple roles such as value guidance,media control,cultural transmission and aesthetic shaping,and be an interpreter of mainstream values,an empatheter of humanistic feelings and a disseminator of excellent culture.This dissertation takes "omnimedia" as the research context,"image of television presenter" as the research object,and takes the series of "CCTV as Dynamic as Summer" and "CCTV Warm as Winter" as examples,trying to answer the question "How to build the image of TV presenter in the omnimedia era" and explore the specific strategies for change image of presenter;This dissertation mainly uses literature research,case analysis,comparative analysis and other research methods.This dissertation uses the theories of "Imagology","Communication Studies","Semiotics" and "Broadcast Creation" to analyze the construction of the presenter image.This dissertation studies the strategies of presenter image construction,proposing ideas for enhancing TV presenter’s communication power,providing experience for image transformation of local television presenters,and suggesting reference for the education and college students majoring in broadcasting and hosting.