Research On The Communication Characteristics Of The Omnimedia Financial Host Wang Guan

With the development of media integration into the "whole process,holographic,whole staff,whole effect" omnimedia development pattern,mainstream media are facing new challenges in communication work,and changes and upgrades are urgent.At the same time,under the background of continuous development of social economy,the public’s attention and demand for economic information are increasing.Therefore,the key to the development of traditional financial programs is to strengthen the adaptability to the emerging media and the differentiation of content production.As the main body of radio and television media,the host’s method of expression and communication characteristics have a crucial impact on the presentation of the program.Wang Guan,as the leading producer of "Wang Guan’s Talk Show",which is the only personally titled radio column of CNR Business Radio,and one of the creators of the first ultra-simulation anchor "AI Wang Guan",has shown outstanding performance in omnimedia communication,and is an excellent example of host transformation in the new media era.This research takes the latest omnimedia participation of Wang Guan as a reference,and his direct experience and insight as first-hand information.Through an in-depth analysis of Wang Guan’s communication characteristics from the aspects of communication subject,communication relationship,communication method,communication content and communication effect,this research explores the successful experience of financial program hosts’ effective communication in the omnimedia era,and provides ideas for the talents training and career development of financial hosts in China.This dissertation begins with the communication subject,and the diversity of communication roles is a prominent feature of Wang Guan.From host to commentator and then to producer,Wang Guan adjusts the focus of his role in different programs and situations.The change of identity is not only a challenge for Wang Guan,but also a reflection of his ability in adapting to the trend of omnimedia communication.Secondly,in the process of communication,the two-way companionship between Wang Guan and the audience is the key to consolidate the user stickiness.Taking media technology as a reference,we can divide Wang Guan’s career development into three continuously escalating stages: the IP-based stage of broadcasting programs,the audio-video integrated live streaming stage,and the intelligent technology usage stage.By sorting out the characteristics shown by Wang Guan in different development stages,we can see the impact of personalized attributes,media matrix and intelligent technology on the field of financial news.At the same time,as a communicator in the field of finance and economics,Wang Guan demonstrates the feature of being flexible in expressing simply and elaborately,and is able to combine both professional and common elements.Finally,combining the characteristics of Wang Guan’s omnimedia communication,it provides several insights for the development of financial program hosts to clarify their personal positioning,grasp the technical context,consolidate their business foundation and enhance their service consciousness.