Study On The Ways Of Construction Image Of Grassroots Anchors In The Pan-entertainment Webcast

With the development of communication technology and 4G network,webcast was born at the right moment.Pan-entertainment webcast is a kind of webcast and because of covering a wide range of content,it has developed rapidly.The grassroots anchors who are the main content providers of the pan-entertainment webcast have dual attributes.On the one hand,grassroots anchors vanish the image of traditional anchors,on the other hand,they are constructing a new image.The grassroots anchors are exposed to the lens,their public images affect audiences and webcast industry.The ways of constructing images of grassroots anchors,problems existing in the ways,and measures to improve the ways which are the key points of thesis.On the basis of pan-entertainment webcast industry chain,the ways of constructing images can be analyzed from four aspects: grassroots,talent agency,webcast platform and audiences.This thesis uses text analysis and case method to analyze the mainly four-form ways.Using the theories of communication to elaborate underlying causes.Then points out problems in the ways and puts forward measures to improve the ways to constructing images.The ways to constructing grassroots anchors' images are diversified,but there are still inadequate.Besides paying attention to vertical content and systematic training,pan-entertainment webcast platforms combined with social platforms to construct and market the images of grassroots anchors.In addition,grassroots anchors' images shown comprehensively by the PGC.The new ways to construct grassroots anchors' images are illuminating the development direction is differentiation,professionalization and high-quality.It can also be seen the future of the group of grassroots anchors and webcast industry.