A Study On The Language Communication Of Expert Hosts From The Perspective Of Reception Aesthetics

With the rapid development of new media,the era of "everyone has a microphone" has entered,which has greatly diluted the influence and communication power of traditional mainstream media announcers and hosts.Without the traditional "gatekeeper" role in the past,the media grows wildly and is prone to the path of profit-seeking and excessive entertainment.How to enhance the influence of announcers and hosts and strengthen the shaping of mainstream public opinion has become an urgent problem to be solved.As a leader in knowledge dissemination among new media platforms,Bilibili has attracted a group of experts who have been deeply engaged in a certain industry for a long time to disseminate knowledge in Bilibili as expert anchors.Since the theory of receptive aesthetics emphasizes the value of users,this paper explores the various aspects of expert anchors’ language communication from the theory of receptive aesthetics,taking Bilibili’s literary knowledge videos as an example,and analyzes the reasons for their good communication effects,hoping to provide references for broadcasters and their practitioners.The first chapter defines the scope and elements of language communication research in this paper;the second chapter explores the characteristics of language narratives under the active observation of users in the process of language communication of expert anchors from the theory of receptive aesthetics;the third chapter elaborates the characteristics of their linguistic creation,spoken presentation and on-camera presentation with the help of three core ideas: “expectation horizon”,“implied readership” and “appealing structure”.Chapter 4 analyzes the linguistic communication effect of expert anchors as a whole and gives optimized countermeasures from the perspective of head and mid-tail anchors.In the context of reshaping mainstream public opinion and inheriting national culture,this paper analyzes the advantages and characteristics of language communication of expert anchors of Bilibili’s literary knowledge videos from the perspective of user acceptance,and gives suggestions for optimization of their shortcomings.It is hoped that it can provide reference for announcer-hosts to improve their influence and communication power.