Research On Host Identity Of Self-produced Programs On Chinese Video Websites

In 2011,Chinese video Websites' self-produced programs started to appear,the year of 2014 is called "self-produced first year".At the same time,the hosts of major video websites have been well known by people.Such as Dong chengpeng,with grass-rooted feature,obtained the title of "the primary Internet host";traditional media hosts move to network video programs and form a new group called" new cultural intermediate person";and new type of intellectuals who possess abundant cultural capital toward to the front of a lens and become a host.In traditional TV shows,the hosts' work set on basis of programs.The identity is normally set to the role orientation of host.From this,the hosts have no more expression and presentation of self-awareness.In video websites self-produced programs,host identity reflect some remarkable characteristics like diversification,fuzzification,and the representation of identity has been increasing.Sometimes,the audiences cognition of hosts' other sorts of social identities is more than the host role itself.Currently,the study of human beings has been changed from "role" to "identity",the meaning of the "identity" has a more reflective and subjective dimension than"role".Besides,it provides a subjective standpoint for "role theory".Identity theory has some advantages compared with role theory.It has sensitivity of social changes and cultural significances that the role theory does not have.This paper will focus on developing role theory into identity theory and attempting to bring a broader social and cultural context.This paper chooses the hosts from five popular video sites as study object and classifies them into certain types in use of documentation research,content analysis,multidisciplinary analysis and other methods.In addition,this paper analyze the features of host identity further by combining the cultural research with Bourdieu's theory like field theory,"new cultural intermediaries",and so forth.Through analysis,the main results of this paper are as follows:Firstly,the host identity from video sites can be divided into five types:grassroots;new cultural intermediaries;intellectuals;traditional media(TV,radio,newspaper)host;Cross-Border stars.And this paper analyzed the different reasons why these persons of different identities can serve as a video website hostSecondly,Different from media environment of TV,radio,the video websites,which is full of post-modern Internet culture,take on the trend of,'Pan-entertainment"and " Audience-Division" in many aspects such as programs setting,content selection.Under this environment,the video sites hosts without doubt has been showed different characteristics of identity and occupation as hold the post of commercial endorsement or public discourse endorsement,infantile and retarded hosting language.Thirdly,this paper proposed some prospects of video websites self-produced program host.On the one hand,video websites self-produced program hosts may weak in career professional,but strength in knowledge professional.Integrating highly with the content of the program will play a positive effect on professional development of hosts.On the other hand,because the mobility of host and the instability of program time,the video websites host identity is difficult to form specific group and attach to a certain media compared to hosts from TV or radio.