媒介转型下传统媒体主持人形象建构的探究——以央视主持人为例

Research on the Image Construction of Traditional Media Hosts under Media Transformation--Taking CCTV Host as an Example

媒介生态在近几年发生巨大的变化,除了生产机制的变革,作为生产流程中的重要角色,主持人的形象也亟需寻找新机遇。尤其是传统主流媒体主持人,在传统媒介陷入困境的同时,如果主持人依然固步自封,就会丧失对受众的持续吸引力。因此重塑主持人形象是媒体转型的重要环节,让主持人形象更贴合新型主流媒体风格,以主持人带动节目影响力提升都是主流媒体的积极探索。因此,通过研究媒介变迁下,主流媒体主持人风格转变和形象构建的可能性,可以进一步窥探传统主流媒体的改革路径和转型策略,同时也为当下主持人职业转型提出建议和参考。

Great changes have taken place in media ecology in recent years.In addition to changes in the productionmechanism,the image of the host,as an important role in the production process,is also in urgent need of finding new opportunities,especially the traditional mainstream media host.When the traditional media is in trouble,if the host is still stubborn,it will lose the continuous attraction to the audience.Therefore,reshaping the image of the host is an important part of media transformation.It is an active exploration of the mainstream media to make the image of the host more suitable for the new mainstream media style and to use the host to promote the influence of the program.Thus by studying the possibility of mainstream media host’s style change and image construction under media changes,we can further explore the reform path and transformation strategy of traditional mainstream media,and also provide suggestions and references for the current host’s career transformation.