融媒体时代新闻播音员的角色转变

The Role Transformation of News Anchors in the Convergent Media Era

随着互联网与移动通信技术的迅猛发展,智能移动设备已成为人们生活中不可或缺的工具,公共传媒逐渐步入交互式传播的融媒体时代。在此背景下,传统电视新闻媒体面临传播渠道多样化和收视率下滑等严峻挑战。新闻节目以其真实性、时效性、准确性和公开性为特点,无法随意改变形式,导致播音员难以摆脱传统播报方式,关注度逐渐减弱,亟需进行有效调整。本研究以融媒体时代为背景,深入探讨信息传播方式、传播主体及受众需求变化,综合考虑角色创新与坚守两个方面,提出新闻播音员在应对挑战时角色转变的有效策略。

With the rapid development of the Internet and mobile communication technology,smart mobile devices have become indispensable tools in people's lives,and public media are gradually entering the interactive communication era of convergent media.In this context,traditional television news media are facing severe challenges,such as diversified communication channels and declining audience ratings.News programs,distinct from other types of programs,are characterized by their authenticity,timeliness,accuracy,and openness,which makes it difficult to change their formats arbitrarily.Consequently,anchors are struggling to break free from traditional broadcasting methods,and the attention given to news anchors in traditional media has gradually weakened.To adapt to the demands of the times,news anchors urgently need to make effective adjustments.This study,set against the backdrop of the convergent media era,delves deeply into the changes in information dissemination methods,communication subjects,and audience needs.By taking into account both role innovation and adherence,this research proposes effective strategies for the role transformation of news anchors in the face of challenges.