Research On The Media Image Evolution Of CCTV News Broadcast

As a state-level media news program,CCTV's "News Joint Broadcast" has presented serious and dignified impression to the audience since its launch,and its own image is always related to stereotype and model.There are many political and media ecological environment and other factors.With the prosperity and development of the new media era in China,on the one hand,the audience requires more and more information from the media,and the types also require diversification;on the other hand,the media in China is facing the revenue pressure of "business nature,enterprise management ".Therefore,all kinds of media have sought the way out of transformation and upgrading.In the face of other political news programs in the content,form,layout of the adjustment," News broadcast " also realized that if only blindly rely on " background support ",then will eventually face the situation of audience loss.In the past two years,News Network has gradually begun to seek ways and means to change its inherent image,and is gradually breaking through.From the beginning of changing the discourse style of the program broadcast,the image of "news broadcast" for the audience seems to have a 180 big reversal,in the program's "International Review" with sharp words back to the United States "stigmatized" speech,which also because of the use of "delicious "," resentful woman "," naked run" and other words once triggered netizens to "news broadcast ".Then "news broadcast" in the rush to launch the #news broadcast# related topics on sina weibo,into the shaking sound,fast hand two short video platform,one after another operation also triggered the feeling of netizens," news broadcast " seems not the original " news broadcast ".Therefore,through the first chapter of the "news broadcast" before and after the image changes to explore where the current "news broadcast" has become different from the past;the second chapter of the "news broadcast" image changes to analyze the reasons,so as to find out what causes its image changes;the third chapter focuses on the "news broadcast" program in the image changes in the process of the use of ways and means.Through the discussion of the content of the three chapters,it is concluded that the media image of "News broadcast" has changed accordingly,and our inherent impression has also been changed accordingly.In the face of these changes,in addition to environmental factors,the most fundamental is the media practitioners' further understanding of media laws,management and image concept,which is an important driving force for the future development of media in China.