Research On The Variation And Reconstruction Of The Host's Media Image In The New Media Environment

Presently,the vigorous development of digital technology and new-media is bringing profound or even revolutionary influence to China's media industry as well as the profession of host.This does not only encourages traditional media hosts to actively seek transformation,but also incubates a large number of new-type hosts.The model,identity,role and discourse mode of a host is facing an unprecedented process of metamorphosis.Along with these variations came a lot of problems,a large number of which regarding verbal or moral degeneration,causing the attention of the whole society.Thus,a research focus is raised among academia and the media industry to solve the chaos and degeneration by tracing the variation trajectory of the current hosts' media image referring to the evolution of media ecology,and hopefully,to reconstruct the media image of our hosts.This paper takes "the variation and reconstruction of the host's media image in the new media environment" as the main research purpose."Various methods were adopted including but not restricted to review,interview,questionnaire,case analysis and comparative analysis,in order to systematically analyzes the variation of.the host's media image in the new media environment and the metamorphosis resulted.Furthermore this study aims to explore the approaches to reconstruct the hosts' media image from a perspective of the influencing elements in a new media environment,the psychological deviation,the personal ability elevation,the modification of professional standards as well as the changes of the audiences' needs.This paper holds that variation of the host's media image in the new-media environment mainly lies in the transformation of role and identity,the variation of communication attribute and mode of communication,and the variation of discourse mode.In the new-media environment,both the identity and role of the hosts tend to turn.Hosts are changing towards a "grass-root class" when traditional media presenters transforming into internet hosts.Cross-industry hosts,who had risen from a "grass-root class" into a net-celebrity,are more frequently seen in new-media programs.The evolution of the host's nature mainly manifests in the fusion of mass communication and interpersonal communication,the development from a traditional linear communication to a fused communication,as well as the domination of entertaining information.In a new-media environment,the exploration of the hosts' communication focuses on a subdivision of the target audiences,a tailored choice of words.To better improve interaction,the hosts also attempt to promote a "sinking market" and cross-border cooperation.The variation of the host's communication attribute and communication mode in the new media environment mainly lies in the interpersonal communication from the mass communication of the traditional media to the new media environment,and more and more attention is paid to the segmentation of the target audience group and the implementation of discourse-ordering activities,and the interactive experience of the main object of communication being fully implemented.This variation brings about a change in the way the hosts work,and thus inevitably brings about a great deviation in their media image.Under such circumstance,the discourse mode variation especially manifests in a turn from traditional mainstream discourse to mass discourse which is normally more of everyday use,as the host's role turned to a self-media.Granted,this metamorphosis makes a host more approachable to people,however,it causes a problem of vulgarity.In the new media environment,the variation of the host's media image is determined by the change of the media ecology,which has its objective inevitability,but it is also accompanied by the problem of the host's media image degeneration.These problems,including the confusion of values and the misconduct of professional ethics,the misconduct of behavior and language,the failure of image style and so on could seriously damage the media image of the host,and even damage the media image of the entire media platform and industry.This is the problem that the host media image must face in reconstructing the new media environment.The key to reconstruct the host's media image in the new-media environment relies on the integration of multi-factors.As was mentioned,the change of media ecology and media technology is the premise of the reconstruction of the media image of the host,the host's own professionalism and professional experience are the decision factors of the reconstruction,and the change of the audience expectation and demand of the netizens the driving force.Based on this,this paper puts forward the basic strategy of reconstructing the media image of the host in the new-media environment in order to improve the rationality and effectiveness of the hosts' media image planning,shaping and performance.This study specifically emphasize on the psychological changes of the hosts,their broadcast professional education and vocational skills training,professional ethics and professional ethics training,media literacy education and communication ability,cultural knowledge education and comprehensive literacy elevation.These strategies,include but not limited to the elevation of the hosts' literacy and skills,and a strong regulation from the government,the industry and the public opinion.Last but not least the deviation of the audiences' needs and the professional norm rebuilt calls for a restriction of the law and the supervision of the public voice.Only by strengthened regulation and planning could the media image of our hosts develop and prosper in the new-media environment.