Research On The Communication Characteristics Of Anchorman Talking Broadcast From The Perspective Of Social Identity Theory

In the era of new media,short video news characterized by fragmentation,visualization and interactivity enables the majority of users to quickly grasp the latest information and participate in the discussion of hot news,which enhances the communication power and influence of news information.In this situation,traditional mainstream media,which originally occupied the dominant power of discourse,need to timely adjust their communication mode in order to better guide social opinion and gather social consensus.Based on the theory of social identity,this paper takes the derivative program of News Broadcast--Anchor Talking Broadcast as the research object.By combing the content of 519 episodes of discourse text of Anchor Talking Broadcast from January 1,2021 to June 30,2022,this paper adopts the methods of literature data,questionnaire survey and in-depth interview.This paper explores the communication characteristics of the program Anchorman Talking Broadcast in the network space with various information.This paper is divided into five chapters.The preface systematically combs the research background,research purpose and significance,research objects and methods,and research status.The second chapter firstly defines the connotation and characteristics of the new mainstream media,and makes it clear that its characteristics are as follows: based on the Party spirit and the people spirit;New target population,focusing on young people;New expression channels,construction of communication matrix;Topic value new,integrate social consensus.On this basis,the paper discusses the deep reasons for the evolution of the new mainstream media: the reshaping of public space;The change of audience role;The change of communication concept.The third chapter discusses the characteristics of the social identity construction of Anchor Talk Broadcast from three aspects: cognition and emotional identity,value and goal identity and behavior identity.The fourth chapter,with the help of in-depth interview and questionnaire survey,discusses the communication effect of the program Anchor Talking Broadcast from both individual and group aspects.At the individual level,it is manifested as: constructing self-image;Improve self-awareness;To meet the needs of self,at the group level,the expression is: enhance the emotional resonance of the group;Improve group cultural identity;Expanding the sphere of transmission.The fifth chapter summarizes the reference significance of Anchor Talking Broadcast to the communication innovation of new mainstream media from the five aspects of concept,technology,content,talent and mechanism: follow the mobile first strategy,adhere to the correct orientation;Make extensive use of emerging technologies to optimize the production and dissemination of news;Create quality content,pursue "three" works;Promote skills transformation and enhance work vitality;From "addition" to "integration",enter the second half of the fusion.