Research On The Marginalization Of Network Variety Show Hosts

As the most representative communicator in electronic media,the host of the program has become a prominent role in the communication activities because of its position of "the last best" in the mass communication process.The host has the leading position and power in the program.After entering into the network media,the host's identity and form began to change.In view of this phenomenon,this paper proposes the concept of "Marginalization" of the host.In order to describe the characteristics of the host "Marginalization",the author chooses the most representative program samples of the four platforms to analyze,and finds that the host of network variety shows the trend of marginalization of production,edge of space and marginalization of discourse power.This paper holds that media reform reshapes the power relationship between the communicators and the audience represented by the host,which leads to the loss of the absolute dominant power in the process of communication.Under the influence of this trend,the moderator is transformed from one-way communicator,gatekeeper and central character to interactive communicator,participant and marginal character.The audience is transformed from passive receiver and one-way information receiver to active and multi-directional information user.Meanwhile,the market-oriented programming industry has further intensified the marginalization of the host in order to meet the needs of the audience and adjust the form of the program.The moderator's discourse is declining,and the rise of the audience becomes an irreversible trend.On the one hand,marginalization has intensified the survival of the host industry and optimized the efficiency of the program production industry.On the other hand,it also makes the host living space compressed and the entertainment tendency of variety industry is obvious.In view of this dilemma,this paper holds that the host should take a low attitude,improve the comprehensive quality,explore new space,build personal brand and serve the audience with the attitude of service provider.The program production industry should base on the social reality,innovate the form of programs,attach importance to the guiding role of program value,and create more connotative and nutritious quality content based on the real needs of the audience.If we can grasp the development opportunities under the new trend,the host industry has the opportunity to usher in new vitality in the process of survival.