Communication To The Mainland Under The Auspices Of The Variety Show In The Vision Group Phenomenon To Explore

Television presenters on the platform of television media are functional in enhancing the friendliness and cohesive force of communication media. With the deepening of the reform on media system and the advancement of media marketization, media competition is getting increasingly fierce. If the market competitiveness of television media expects to be improved and communication effect and economic profits to be achieved, the core measure in practice lies in the making of TV presenters. A survey of the current entertainment shows suggests that more and more television stations and program-producing institutes start to put more than one person in a program as masters and such model of group anchoring is all the way on the rise.The thesis is a preliminary probe of group anchoring from the perspective of mass communication, covering the emergence of group anchoring, their characteristics, communication skills, achievement of media effect, marketing strategy, uncertainties and inspirations drawn from such a phenomenon. The author aims to explore the values of group anchoring in communication by using communication techniques and the theory of uses and gratifications and the theory of training analysis from the perspective of economics. After a thorough analysis of various specific and effective marketing strategies and a systematic case study of typical group anchoring, it is concluded that the success of group anchoring lies in the basic skills of anchors, mutual affinity in dependence on cultural connotation, fulfillment of the audience's demand for entertainment, and correct marketing strategies. Based on this and in combination with the existing types of group anchoring and the following uncertainties of presenters, the paper is inspired to work out some ideas concerning healthy and regular sustainable development of group anchoring.The present thesis is composed of six parts. The first part introduces the significance of the research on group anchoring. Faced with expanding competition among TV programs, TV stations attach great importance to the selection and deployment of presenters so as to maximise communication effect and the ratings through cooperation of presenters. Part two sorts out the developing stages of TV anchoring and summarizes the characteristics of TV presenters including the stages of group anchoring and reasons for its coming into being, and collective and individual characteristics of presenters. Part three explores presenters' communication techniques by analysing communication environment, intellectual difference and audience response. It is designed in part four to prove the effectiveness of communication by using the theory of uses and gratifications and combining case study and analysing how presenters achieve media effect by meeting the psychological and mental demand of the audience. Part five mainly analyses marketing strategies needed by presenters for their brand effect with current successful TV presenters as major objects of study. Part six is a summary of the inspirations that entertainment show hosts in the mainland bring into the anchoring industry.