| 2016 was called the first year of live broadcast.With the rapid development of live webcasts under the support of the mobile Internet,network terminals and various application software,the authenticity of the scene,the interactive nature and the rich diversity of live content have led to various industries This new area.With the emergence of new media,people are more and more inclined to pass the visual experience and transmission of information,the development of communication concepts,making the game,show,travel and even the dissemination of life content is no longer limited to traditional media,webcasting is the development of people Identity of visual communication.However,webcasting platforms from different industries have led to the emergence and popularity of a large number of anchors.They have become frequent visitors in the public's perspective.Related news often becomes a hot topic in social platforms and websites,triggering continuous audiences' Professional discussion.However,in this field,their images in the audience also formed a certain deviation and misunderstanding,with some fans based network anchor,in the face of industry and professional field evaluation,More criticism and criticism brought by this image.Not only that,network violence caused by the network anchor,vulgar and other issues after another,forming a further subversion of the anchor's image.For the network anchor,the image relies mainly on the Internet,the client's visual media platform to shape and construct,which is the audience receiving the first element of visual information.Under this premise,how the traditional media Internet constructs the current mixed and complicated network anchor image,what kind of reasons make the network anchor become the focus of everyone's research.In accordance with this idea,the author will combine the case of a specific analysis of the network anchor the group image of the reasons for such issues,specifically divided into five chapters.The first part defines and combs the concept and research status quo of webcasting and webcasting,and explains the background,significance,innovations and research methods of this article.The second chapter,in the context of new media,webcasting in the media showing what kind of trend;in the minds of people,the network anchor and what kind of specific image to the people;"Red Net","chaos" is their Real appearance?This chapter will explore and research this.The third chapter mainly analyzes the motivation of the current network anchor image construction.For the network anchor group,the brokerage firm or the live broadcasting platform will make them to display a certain image to the public,but more because of the group itself,through the Internet or other channels of communication to carry out the image of the initiative;for The audience,the live interactive webcast so that they can not only panoramic view of their favorite anchor and live content,but also to participate in the construction of the anchor image.The fourth chapter analyzes the problems that arise in the image construction of the network anchor under the new media horizon.The current network anchor image there are many problems,vulgar violation of the mainstream values,individual personal use of network anchor deliberately personal privacy and the topic of speculation,and users of the confrontational interpretation of the network anchor also caused some negative impact on the image of the network entertainment news in order to meet more More audience reading interest,malicious distortion of the anchor image,these are the network anchor's image in the construction and marketing problems.The fifth chapter is the conception of perfecting the existing problems in the network anchor's image construction,mainly from the aspects of national laws,industry regulations,self-discipline of anchors and self-cultivation of professional ethics and restrictions on bad behavior of audience,And network anchor industry correct marketing and development of opinions and suggestions. |
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