Research On The Self-presentation Strategy Of Live Streaming Host From The Perspective Of Social Dramatic Theory ——Taking The Documentary Interview Character As A Case

In the context of the omni-media era,audiences are gradually relying on vertical screen content,and live streaming has become one of the main ways for the public to shop online.In the post-epidemic period,the mainstream media entered the public welfare live broadcast and brought goods to the public and ushered in the boom of national live broadcast.Since then,live broadcast and goods have been widely used in the public field,which has promoted the integration of media and also promoted the development of the new economy.Although under the live broadcast outlet,there are also problems such as irregular lens language,unsatisfactory live broadcast effect,and industry marketing chaos that need to be improved and solved urgently.What are the industry norms for the live broadcast anchors in front of the camera,what live broadcast techniques can be used to achieve high-quality live broadcast effects,in order to improve the live broadcast effect and conversion rate,and combined with Owen Goffman's drama theory to look at the language of the live broadcast anchor in the live broadcast situation and non-verbal presentation.After theoretical and practical research,the author found that in order to improve the live broadcast effect,we can start from the construction of the live broadcast front desk,and optimize it through strategies such as foreground extension,depth of field switching,and foreground and background presentation.Starting from the self-presentation of the anchor who brings goods,through strategies such as positive social behavior,humorous pragmatics,mobilizing real emotions,and improvisation,grasping the tonality of products and the collocation of "drama classes" to achieve better live broadcast effects and conversion rates.The thesis consists of five chapters.The first chapter is an introduction,which mainly analyzes the research origin,literature review and research methods of the self-presentation strategy of the host with goods.The second chapter is to analyze the significance of the self-presentation of the anchors with goods.From the perspective of the theory of drama,the new application extension of live broadcast with goods,The third chapter analyzes the live delivery of goods,including in-depth research from the aspects of delivery anchors,live broadcast areas,"drama troupes",and audiences,and analyzes the self-presentation in live broadcast delivery.The fourth chapter expounds the creation process of the graduation work "Character",and analyzes it from the initial planning and preparation to the post-shooting period.The fifth chapter discusses the application and extension of the self-presentation strategy of the anchor with goods in the graduation works,and reflects on the effect of the works.The graduation work "Character" is carried out in the form of documentary,experience,and interview programs.The behind-the-scenes cooperation between the members of the "drama team",etc.And as a "one-day anchor experience officer",and observe the changes of the experience anchor's live broadcast on different platforms,live broadcast rules,language in front of the camera,real-time interaction,etc.In order to enrich the role transition between the guest actors and the anchors,the real scenes of the guests as acting teachers were recorded.The program innovatively uses the combination of horizontal and vertical screens,and focuses on documentary in the shooting technique to enhance the visibility of the talk show.I hope to bring new perspectives to the research on live broadcast delivery,and bring some inspiration to anchors engaged in the live broadcast delivery industry and users who try to live broadcast delivery.