| With the development of digital technology, the modern audiovisual media such as movie, television, internet & multimedia software and so on have already come into each corner of the life and greatly taken up the people's soul. It has become the most important part in the field of mass communication media , even the whole mass culture. Modern audiovisual media's language arts that is regarded as the latest form of mass language, should be created in the principle of serving the masses too.Since the 16th National Congress of Communist Party of China , have put forward the request of " close to three principle " for the thought propaganda work, namely close to reality , close to life , close to the masses. This is guidelines of creating the modern audiovisual media's works too. The arrival of times of " audience's oriented ", it is determined that the development of the media should be based on audience's demand, so modern audiovisual media language art should have affinity.This text directs against the main requisition for modern audiovisual media's development of subjective and objective condition at present. And it analyses the question of affinity in the view of language art. The languages touched upon in the article refer to: the host's term, caption, instant interview , the advertising language and network language. The thesis is mainly discussed from the following aspects:First, the art of modern audiovisual media language. This part mainly analyses the characteristic of modern audiovisual media language art and points out that the core is affinity. The modern audiovisual media language, as a kind of special language form, is the showing of basic literary language in the modern audiovisual media . So this part can be divided into: (1) characteristic of the basic literary language, such as image , lyrical , accuracy , music , national and era characteristic. (2) communication characteristic of the modern audiovisual media , taking broadcast, TV and Internet medias as an example. (3) characteristic of modem audiovisual media language art, namely living , popularization , era , individualization and movement. (4) the core of modern audiovisual media language art is the affinity.Second, modem audiovisual media language art rich in affinity. This part mainly carries on the analysis of the concrete instance. It take TV" first mass media " as an example, according to the division methods of the column and program, and launch the research in case. Through analysis of three competitive product columns, such as " the life as art ", " appointment in Luyu ", " extraordinary 6+1 ", and analysis of art of the language in three kinds of program forms of short film , such as advertisement , essay , short film, we candraw the conclusion that so long as the modern audiovisual media works that are approved by audience, its language have affinity very much.Third, the language artistry rich in affinity. How to make modern audiovisual media language art have affinity, which respects should we pay attention to in writing? This thesis discusses from following eight respects, namely making a reservation accurately, knowing its purpose well, set aside string , words comment, vulgar slang , making the best use of the situation , intending to misplace , humor and interest.Modern audiovisual media language art is the most important form in the contemporary society as the mass languages. What language the audience like is the language rich in affinity . How to make the language have affinity is a big problem for media creator. Meanwhile, modern audiovisual media language influence hundreds and thousands of audience unavoidably. And affinity is not equal to superficiality , different from fawning on customs, so the director should get hold of this " degree " in the course of concrete creation. We are expecting that audience not oaly can see the newest and most beautiful picture on the television of the huge numbers of families and computer screen, but also can hear more and more sound rich in affinity .
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