Research On Image Presentation In Livestreaming Commerce Of CCTV News Hosts Amid The Era Of COVID-19 Pandemic

As a product of media convergence,live streaming has shown a spurt of growth in recent years.The injection of capital has in turn pushed the development of live commerce to a climax.Affected by the COVID-19 pandemic,as a representative of mainstream media,News anchors of China Central Televison(CCTV)united several platforms and launched a series of online charity activities such as live commerce to help resume production,alleviate poverty,and improve people’s well-being,which gives full play to the constructive function of traditional media for solving social problems.On the one hand,live commerce meets the realistic needs of the development of the times and reflects the responsibility and the open attitude of embracing new media of the traditional state-media.At the same time,it sets an exemplary benchmark for the network live streaming industry.On the other hand,CCTV hosts’ personal style also play an exemplary role for the traditional media broadcasters and even the industry.Therefore,through a detailed analysis of the image presented by CCTV hosts in the livestreaming commerce,the article aims to explore how hosts can firmly stand politically show their humanistic interests and improve their professionalism in order to meet the real needs of the times under the environment of media integration.The article starts from the background of CCTV’s entry into the era of live streaming,and analyzes the advantages from the credibility of the platform to the influence of the anchor and the innovation of the format.With the help of Paul Lazarsfeld’s "opinion leader" concept,Randall Collins’ "interactive ritual chain",Maslow’s "hierarchy of needs",Erving Goffman’s "social dramatic theory" and Katz’s "use and satisfaction",this paper analyzes the main features of platform construction and communication effects of CCTV’s live bandwagon communication activities.Secondly,this study focuses on the image presentation of the hosts in the livestreaming commerce of CCTV,taking several typical live of CCTV as cases and analyzing in detail the image presentation of the hosts of their inner quality,the control of the language content,the change of language style,and the presentation of their outer image.Specifically,the study will start from the flexible and changeable inner consciousness to reveal its agile thinking response and macro control of the scene;from the in-depth and simple expression content to investigate the beauty of its rhythm and rhyme while keeping up with the trend of the times;from the language pattern of keeping righteousness and innovation to elaborate how to balance the standard and rigid,cordial and catering,daily and casual of the host language;from the dressing,expressions and movements and other dynamic and natural display of secondary language to evaluate how to the language style of the presenter is explained in detail to balance the rigid language.Finally,we summarize the inspiration by the image presentation of CCTV hosts in the livestreaming from three levels: political standing and social responsibility,humanistic sentiment and content value,and professionalism and brand value.At present,the prevention of the pandemic is to be normalized,and people’s life order is gradually restored to normal;China’s fight against poverty has achieved comprehensive victory,and people’s happiness index has been improved.Although the live broadcast of CCTV has taken off the veneer of "carnival",it has gradually become mature and normalized.Therefore,the hosts need to clarify their own positioning,strengthen the quality of thinking and improve their professionalism in the wave of development of the new media to cope with the changing media environment.