Research On The Oral Spread Of Internet Celebrity Anchors

The live broadcast room has become one of the most important scenes of online social life,and the derived communication relationship has also reshaped the process of social communication.In recent years,more and more amateurs have become popular with the audience by using oral expression art,such as Kuai anchor Guo,and Taobao anchor Li Jiaqi;in the process of their live dialogue,the corresponding discourse model has also been brought into the mainstream in life.The spread,reproduction and reproduction of discourse reflect the symbolic meaning carried by the speaker and discourse,which has won social recognition.With the accumulation of social identity,these amateur anchors are becoming "super symbols",and the right to speak is also accumulating.This article starts from the perspective of spoken language,using the method of discourse analysis of communication,to explore the oral communication of the web celebrity anchor.The full text mainly analyzes the discourse of the anchor from three dimensions: one is the analysis of language expression strategies,and the characteristics of the spoken language of the anchor are interpreted from the perspective of text,sound and meaning exchange;the second is the analysis of the production and understanding process,from the perspective of discourse Discuss the entire process of production,processing and dissemination of anchor discourse,analyze the reason why the anchor "says this way",and actively interpret the audience;the third is the analysis of the social and cultural context,to interpret the anchor discourse from the perspective of criticism culture.The expression of the web star anchor's spoken language is a combined product of the trinity of text,sound and situation,and is constrained by knowledge,motivation and situation.From the perspective of spoken language,the influencers of the web celebrities use a combination of intertextuality,code conversion,labeling,and various sound techniques.Their spoken text presents an authentic and interesting "weak text" style,and in the process formed a "landscape".From the perspective of meaning exchange,the anchor 's words form a line framework for the audience to construct tasks through hints and clues.Under this framework,the anchor 's spoken text is full of “gamification”,“ceremonialization” and “consumerism”.It is implied that the audience's understanding of the live content is affected by the anchor framework.Through the use of knowledge and social resources,the anchor weaves a unique discourse communication line.The process of the production and understanding of the meaning of the anchor discourse is a participatory construction process full of symbols.On the one hand,the communication,coexistence and repetition of different discourses in the live broadcast room constitute the fundamental of the generation of symbols.And spreading makes its symbolic meaning diffuse and get social recognition.Therefore,we can think of the live broadcast room as a discourse space,which breaks the way of distributing the right of discourse under the traditional media environment,and provides a discourse territory for people in different fields and the culture behind them.The choice of language and the mark of style can help us peek into the cultural connotation behind the words.Since discourse itself involves the theories of "intertextuality","code conversion","symbols","metaphors",and "conversational rules",in the cross-research with communication studies,"communication games" and "ceremonies" were also exhibited "Framework" and other theoretical systems.This article focusing on the use of discourse analysis,but not limited to quoting other extended concepts.