Research On The Media Image Of Network Anchors

This article takes the news reports about web anchors in Sina.com as the research object,and uses media image system theory,news framework theory,and "stigmatization"and other related theories to explore what kind of network anchor image the current media has built.The key nodes of the network anchor media image construction,as well as the deep motivation behind it.The paper uses content analysis as the main research method,supplemented by case analysis and literature.First of all,the author screened 552 reports in the recent three years of Sina.com as a research sample.Then,the number of reports,the topic of the report,the attitude of the report,and other categories were constructed.Finally,the media image of"web anchor" was summarized.The main features and key stages of construction.The study found that the positioning of the network anchor media image is biased and labelled,which affects the audience's overall perception of the network anchor.In the Sina.com website,through the exaggerated title and content,pre-set position,and image comparison before and after,it has shaped the media image of "negative news entanglement" and "in order to circle money and violate the law and chaos".The network anchor media image is presented.It is characterized by negative,one-sided and stigmatized.The study also found that the media image of the "bulk" of the network anchor is the result of multi-stage construction.It mainly experienced three stages:the presentation of the early negative "first impression",the failure of the mid-term image adjustment,and the solidification of the negative media image in the later period.