| With the in-depth use of Internet 5G,big data,artificial intelligence,and mobile clients,we have entered an era of mobile smart media,and the development of the media industry is constantly changing.Traditional TV media and new media are also competing and integrating with each other.General Secretary Xi Jinping has repeatedly entered traditional mainstream media such as TV stations and the People's Daily,and made comprehensive and in-depth explanations on the integration and innovation of mainstream media and the creation of a new Internet platform.Facing the diversified media and the diversified needs of the audience,mainstream news media are brave enough to innovate,adapt to the new trend of media change,find a new voice of news communication,launch a short video program "anchor talk simulcast" on the Internet platform,and build an intelligent media era The overall matrix.With the integration and innovation of media and programs,as an important part of the dissemination of news information,news anchors must also keep up with the pace and present different role positioning on different media platforms.The innovation and development of media communication patterns,the cross-platform driving of employment situations,and the employment of artificial intelligence anchors have brought great opportunities and challenges to news anchors.In the past two years,more and more television news anchors have begun to enter the new The media conducts cross-platform employment.However,on the mobile Internet platform,the serious and solemn dissemination of traditional TV news anchors is difficult to attract the attention of the audience.At the same time,the active awareness of the audience is becoming stronger and stronger,and they seek the right to speak,entertain and interact in the search for information.Therefore,the one-way linear transmission mode of the traditional TV news anchor on the TV platform is not suitable for new media and today's Internet users,and the news voice of "News Broadcast" is not suitable for the fragmented transmission of short videos.Therefore,in the face of new media and new program formats,how do news anchors position their roles and images;how to change the communication voice to adapt to new media and audiences;how do news anchors transform and upgrade in cross-platform employment,thereby improving their own The power of communication and the influence of programs deserve our exploration and research.This thesis mainly adopts research methods such as literature research method,comparative analysis method and case analysis,etc.,and takes more than 230 episodes of the program from the broadcast of "anchor talk simulcast" to February 20,2020 as the research object,and observes and analyzes "anchor talk simulcast" From the perspective of communication science,we summarized the reasons for the launch of "Anchor Talking Hookup" and the reasons for the diversified role of news anchors in the program."Anchor Talking Hookup" has been widely watched and recognized by the audience and the industry since its launch on Weibo,We Chat public account,Douyin and other platforms on July 29,2019.Each episode is about a minute long and has a vertical screen.The program form of recording short videos,coupled with the flexible change of seats,and the easy interpretation of the program content,adapt to the communication characteristics of mobile Internet media,achieve good communication results,and become a successful example of mainstream news media's integration and innovation in new media platforms..One of the most important reasons for the good dissemination of "Anchor Talking Hookup" is the change in the role of news anchors in the program.This article uses a comparative analysis method to compare news anchors in "Anchor Talking Hookup" and "News" The different roles in the "Hookup" and the differences of communication voices,as well as the comparison of the differences between TV news anchors and online news anchors from non-class subjects,so as to summarize and analyze the characteristics and impact of the diversification of news anchor roles.In "Anchor Speaking Hookup",the news anchor's dissemination voice tends to be spoken and personalized,demonstrating affinity,changing the style of "broadcasting news" to "speaking news" and "reviewing news",which is a dissemination belt for news information.There is more added value,and it also strengthens the dissemination effect of news information while guiding social public opinion.In addition,the use of secondary language by the anchor is icing on the cake,reflecting human culture.The launch of "Anchor Talking Hookup" and the diversified positioning of news anchors and their distinctive news voices have greatly influenced the role of news anchors at all levels.Many local media and news anchors have followed suit.The launch of its own new media programs has enhanced the credibility,guidance and influence of news dissemination,set an example for mainstream media's integration and innovation in cyberspace,and served as a model and benchmark.This article analyzes the characteristics and influence of the dissemination voice of "The AnchorHookup" to try to give some suggestions for how to diversify the role of TV news anchors in cross-platform employment in the industry.Specifically,we must first change our ideas,Adapt to the mode of communication in the era of intelligent media,actively embrace new media,create appropriate role positioning and news voice,highlight personalized styles,brand packaging,and enhance charm value and influence;secondly,enrich expressions and guide social public opinion,Faced with the impact of artificial intelligence anchors,they should also improve their ability to comment on the news,pay attention to the content and emotional expression of the news,and become professional interpreters.Finally,in the face of the diversified requirements for employment of news anchors,in the training of broadcast hosting,Colleges and universities should also optimize the broadcasting host talents and train the diversified news anchors needed for new media. |
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