The Practic Process Of Intellectuals Being Known Outside Of The Fixed Circle:a Study On The Identity Construction Of College Scholars In Audiovisual Programs

In the ecological map of information dissemination,“audio-visual media” has built a spectacular imagination with the pleasure of entertainment and the aesthetic purport of popularization.In the spectacle narration of audio-visual programs,“university scholars” have undoubtedly become a focal point.From Yi Zhongtian in the Lecture Room to Meng Man in the Chinese Poetry Conference,their identity discourse is changing.Based on this,under the theoretical perspective of identity construction,this research will take university scholars in audio-visual programs as the research object,and investigate their identity construction in detail from a diachronic perspective,so as to better suture the meaning gap between audio-visual media research and university scholars’ research.The identity image of university scholars in audio-visual programs is undergoing three stages of changes: in the first stage,the TV lecture program represented by Lecture Room gives them a new public identity and realizes identity re-construction.Taking their professional authority as the admission ticket,they intervene in the TV field from the academic field,follow the media logic,realize the transformation from academic discourse to Television discourse in the form of storytelling and build a bridge to connect the audience through the interpretation of the professional knowledge for audiences.They also become media intellectuals with public discourse space by transferring screen value.In the second stage,they are shaped the image of professional intellectuals of university scholars in the cultural variety shows represented by Chinese Poetry Conference,and then they realized the return of their true identity.They participate in programs related to their specialties and use their professional knowledge to interpret some of the cultural contents independently,becoming “professionals” in program links and content settings,therefore,the return of professional intellectual identity has been realized.In the third stage,the network variety show and various kinds of short videos lead to the active participation of University Scholars,reshaping a popular meaning of identity,and achieving a real sense of “identity out of the circle”.They are actively involved as experts in online platforms,adapting to cyberspace through multi-faceted consultation,and using media logic to expand their activities,including participation in the discussion of social hot topics,the interpretation and sharing of professional knowledge,as well as interaction with internet users and other media practices,so as to become an intellectual with media thinking and public concern.Looking at the identity construction of university scholars in audio-visual programs,whether it is TV lecture programs,cultural variety shows or live online broadcasting platforms,the unique advantages of the media,the imagination of fame and the expectation of the public all play a vital role in the success of University Scholars.However,excessive media practice will also lead to the loss of University Scholars.Therefore,university scholars should always be on guard against the anti-bite of the media and strive to become intellectuals who use their professional knowledge to serve the society.