A Study On The Branding Enhancement Path Of Online Talk Show Hosts

Along with the rapid progress of Internet technology,the rapid development of network programs has shown a hundred flowers,of which interview programs have long been an essential spiritual food in the entertainment life of the audience because of its dual communication attributes of interpersonal communication and mass communication.In the face of the severe challenges of the new media environment,talk shows have deepened their reform in multiple aspects and dimensions to adapt to the new media ecological pattern and to the underlying internal logic of the media environment.Based on this,a number of high-quality network talk shows came into being.Under the new situation,the network talk show host,as the main body of program communication,has changed in terms of its function and role,and how to carry out communication practice in the new period has become an important proposition for network talk show hosts.At the same time,the external ecological environment of the communication subject is more diversified,and the attention of the outside world to the host is decreasing,so it is urgent to create a strong host brand.The branding of hosts is not only a reconsideration to improve the professional ability of hosts,but also an important cut to adapt to the fragmented media environment.Only Three Days Visible" is an online interview program broadcasted on Tencent Video platform and co-produced by Tencent News and Jiang Sida Studio.The program breaks through the conceptual barriers of traditional interview programs and makes structural upgrades both in terms of program perspective and program settings.The program has been upgraded in terms of structure,with a panoramic recording format and diversified program settings to build a social experiment for the audience in a young language,and to meet the spiritual demands of the audience for emotional interaction at a deeper level.Among them,the host Jiang Sida,as a communication symbol output,generates a strong value resonance with the audience through his highly stylized professional ability,successfully breaks through the communication pattern of the network ecosystem and brings a unique transmission and reception experience to the audience.This thesis takes Jiang Sida,the host of "Only Three Days Visible",as a specific case,and analyzes the branding strategy of online talk show hosts through the study of Jiang Sida’s branding practice in "Only Three Days Visible",so as to provide relatively valuable suggestions and strategies for the development of online talk show hosts.This thesis focuses on online talk shows,exploring the innovative features of talk shows from a macro contextual perspective and grasping the overall ecological development trend of online talk shows.Starting with Only Three Days Visible,the author further refines the study of the innovation model of specific cases in the new ecological environment and explores the innovative exploration of online talk shows.Second,on the basis of analyzing the ecological pattern of online talk shows,the author explores the adjustment of professional competence of communication subjects in the face of the new format,and discusses the motivation of branding of online talk show hosts based on the updating and iteration of media logic,the increasing number of cross-border hosts,and the decline of professional competence in de-hosting.Furthermore,focusing on the specific research object,the paper deconstructs the branding characteristics of host Jiang Sida in "Only Three Days Visible" and analyzes the realization path of his branding in the program.Finally,this thesis will cut to the actual proposition and closely relate to the significance of the study to propose specific practical strategies in terms of brand construction,maintenance,and marketing of online talk show hosts to provide new ideas for branding online talk show hosts.