CCTV Network Spring Festival Gala Host Media Image Research

Relying on the progress of information technology,the new media industry is booming at an alarming speed,so media convergence has become the only way for traditional media to regain vitality.The Spring Festival Gala is one of the most representative content products of CCTV as a traditional media.In the era of diversified forms of new media,CCTV has boldly tried media integration and created a new content product,the CCTV Network Spring Festival Gala,based on the traditional CCTV Spring Festival Gala.The Spring Festival Gala is an important festival program that inherits traditional national culture,and plays a role in promoting national spirit and establishing national character.With the improvement of the audience’s cultural aesthetics,the host,as the most important role in the entire party,is also facing a huge crisis.Therefore,this paper conducts a study on the media image of the hosts of CCTV’s online Spring Festival Gala to explore the characteristics of the media image of the hosts of CCTV’s online Spring Festival Gala compared to traditional Spring Festival Gala.What factors have affected the construction of the media image of the host of the online Spring Festival Gala? What is the significance of such a media image? Finally,this research put forward reflections,striving to improve the CCTV’s online Spring Festival Gala host media image to provide some suggestions.Finally,this study believes that compared to traditional CCTV Spring Festival Gala,the host lineup and identity roles of CCTV Online Spring Festival Gala are different,with a younger age distribution and a more diverse identity distribution;The audience,network environment,the nature of CCTV’s Spring Festival Gala,the inherent reasons of the host individual,and the value orientation of traditional media jointly affect the construction of the media image of the host of CCTV’s online Spring Festival Gala;The media image of the host of the CCTV Network Spring Festival Gala hosts have vivid broadcast discourse,rich facial expressions,natural posture,and fashionable makeup and clothing.Under such a media image construction,it can have an impact on the host and his media,audience aesthetics and cognition.At the same time,the research also found that the current CCTV network Spring Festival Gala host’s media image building has both successes and shortcomings,in view of these shortcomings,put forward the media image improvement path.