Research On The Strategies Of Host Brand Construction In The New Media Environment

The constant upgrading of media technology in the new media environment has made information dissemination less dependent on traditional media carriers.As TV program audiences continue to shift towards new media,traditional media must confront the challenges of audience diversion and brand aging.To ensure their survival,traditional media must proactively embrace new media platforms to achieve media integration.As traditional media face challenges from new media platforms,hosts must adopt a media integration approach and explore opportunities for transforming to new media to create a brand.The image of the host forms the core of the host brand,while the popularity and reputation reflect the audience’s understanding and praise of the brand.Combined with examples,we found that effective host brand not only expands career prospects and drives program innovation,but also provides access to new audiences and empowers hosts to contribute to discussions in the online space.Therefore,it is crucial for hosts to build a brand in the new media environment.The impression and emotion are conveyed through the host’s image,making it the foundation of brand building.A host’s image comprises the external appearance and internal qualities,which ultimately shape the hosting style.In traditional media channels,hosts have limited communication opportunities,and their image can only be presented through their “front-stage” appearance on programs,resulting in a narrow and static audience impression.However,new media platforms allow hosts to present their image in more varied and diverse ways,including through the “backstage” appearance.However,the high exposure and limited privacy of online spaces bring challenges for maintaining the host’s image.Hosts must prioritize image management to maintain brand integrity by ensuring that all aspects of their image are in harmony with one another.While the new media environment brings numerous opportunities for host brand building,the process also faces many difficulties.As media technology continues to evolve and the information resources become increasingly abundant,audience expectations are rising,while their attention remains limited,creating an inherently unstable relationship between hosts and their audiences.Additionally,hosts may struggle to adapt their thinking or approach quickly enough to build lasting brand influence.Brand management can be finally complicated by competing commercial interests that prioritize profit over social benefits,undermining the credibility of the brand.Finally,with more detailed examples,corresponding strategies are proposed from the perspective of brand management to address the difficulties faced in brand building.Firstly,to " target " the brand,by analyzing the psychological mechanism of the audience,we can assist the host to maintain a close brand relationship by determining the audience group,establishing trust,and maintaining loyalty;Secondly,to "peddle" the brand,emphasizing the need to improve Internet thinking to enhance the marketing capability of the host brand under new media platforms and smoothly achieve brand extension;Thirdly,to safeguard the brand,and to comply with the management system reform,propose the role of brand teams such as establishing host studios and signing radio and television MCNs in promoting the construction of host brands;Last but not least,will focus on the brand image prsented by the host,shaping the image from the perspective of philosophy,behavior,vision & hearing,which will further enhance the brand’s recognition and evaluation among the audience,ideally it will persistently exerting the brand effect.