Research On Network Anchors Under The Upsurge Of Live Broadcast

Since entering 2016,with the popularization and development of the mobile Internet,the live web broadcast has entered the field of people's vision with a rapid development.The live broadcast platform has attracted a large audience to participate with its extremely low threshold and strong interactivity,This has opened up the Chinese society's "National Broadcast" era and spawned a "network anchor fever." This article uses the network anchor group born and developed under this upsurge as the research object,Using communication theory to analyze the social background and the chain of communication,trying to fully and systematically understand the network anchor group.The basic idea of this paper is to start with the emergence of network anchors and basic concepts,then analyze them from various aspects,try to understand this group from multiple angles and dimensions,and finally point out the major problems of them under current situation on the basis of fully understanding them,and trying to come up with some solutions,I hope to provide reference for their long-term future development.The specific content is as follows :In the first part of this article,I first make an entry point based on the fierce development momentum of webcasting,start with the basic attributes of network anchors,and focus on the group of network anchors from the perspectives of concept definition,anchorcast classification,and group characteristics;In the second part,I use relevant theories of communication to comprehensively analyze network anchors,firstly I place them under the entire communication chain,analyze their role and status in the live broadcast process based on this chain,and then reveal the true face of the anchor behind the screen;In the third part,I use text analysis method to analyze the coverage of network anchors by traditional media from quantitative analysis and qualitative analysis.summarizing the media image of network anchors,and pointing out the trend of stigmatization in the media image of network anchors;In the final part,I try to propose methods and tactics to solve the stigma of the media image of the network anchor.The birth and development of new things is bound to go through a tortuous process.Although the current network anchors have the problem of stigmatization of media images,but with the gradual establishment of industry norms of network anchors,the strengthening of state supervision,and the improvement of audiences' aesthetic tastes,The network anchor is bound to act as a new force in all aspects of society.