Study On The Stigmatization Of Network Anchors And Its Solution

Network broadcast has brought about a change in the way of interaction,but also caused many problems.In this paper,from a macro perspective,literature analysis,content analysis,questionnaire survey,comparative analysis and other research methods,from the perspective of communication and sociology,the phenomenon of network anchor stigma is studied.This paper attempts to find an effective solution to the current disorder of network broadcast and rebuild the good order of Internet content regulation.Network anchor is in the Internet,the use of computers,mobile phones,such as terminal,through a camera,microphone and other equipment,the use of video,voice,text and so on a variety of ways to interact with audiences online in real time communication of performers,they to the audience the platform of virtual gift for reference,with the network platform or brokerage firms into get salary income.Network anchor groups show the characteristics of gender and age with young women as the main group,income with large internal gap and live broadcast type with entertainment as the main group.The stigmatization of network anchors is characterized by the negative media image,the influence of the entertainment function of live broadcast on social cognition and the deviation of public cognition caused by a few anomie behaviors.The essence of the stigmatization of network anchors is the social prejudice in the cyberspace.The formation process of network anchor's stigma includes steps of labeling,discriminating treatment,intensifying discrimination,identity anxiety and public stigma.Media and social culture are the main influencing factors of network anchor's stigma.From the social psychological level and communication technology level to analyze the causes of network anchor stigma.In the last chapter,the ways to eliminate the stigma are discussed.It is necessary to shape the personalized image communication of network anchors and establish and improve the industry restriction organizations.Secondly,public media use literacy should be improved.The media should follow the principle of balance in reporting network anchors.In order to avoid the further spread of negative emotions about network broadcast,it is necessary to speed up the alleviation of extreme emotions onthe Internet and establish efficient and convenient social decompression channels as soon as possible.