中国电视节目主持人微博形象研究

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1、ABSTRACTAsallissueconcernedbytheindustryandtheacademiccirclesforalongtime，theimportanceandassistanceofimage-makingforTVpresentersontheirworkperformanceiswidelyacknowledged．Asmesaenvironmentchanges,thenewmediaismakinganaggressiveshockontheoldone姐dhowtorecr∞teimageforTVpr

2、esentersbecomesanewprojecttobcstudied．ThisessaydiscusseswhatimageChineseTVpresentersshouldbuildonmicroblogs，thesignificanceandimpactofmicroblogimageinmasscommunication，aswellashowtobuildimageOilmicroblogs．Withmoreandmoreattentionpaidonimage-makingforTVpresentersduringma

3、sscommunication，insidersaredoingfurtherresearchOil“BrandingofTVpresenter”Researchesinexistingpapershowthat，whatgetsperceivedbypublicatfirsttimeaboutaTVpresenterhasairreplaceablecorestatus．Thepublicimagewilldirectlyaffectpublicattitudeontheprogramandmedia．Toclaritythemea

4、ningandpurposeoftheresearch：microblogimageisnewlyderivedfi'omthisnewmediaenvironment；microblogimagegetsformedduringtheprocessofregisteringaccount,postingWcibo，attractingnetizens’attentionwhichfinallyformscommunication．．Microblogimageispartofmediaimageandliesbetweenperso

5、nalimageandprofessionalimage．ThisarticlewilldefinethisconceptandlookintothecurrentsituationandprospectofmicroblogimageforTVpresenters．Thestudyhasundertakenquestionnairemethod，quantitativeanalysismethodandcaseanalysismeth．odtomakeupfortheshortageofexistingresearchliterat

6、ureandprovidereferenceformakinghealthymicroblogimageeffectively．Thedevelopmentofcommunicationtechnologyhasbroughtabouttheeverchangingmediaenvironmentandmicroblogisleadingthenewmediabyhaving274millionusers．Thenewmediaposesathreattothetraditionalmediaandstimulatestheinnov

7、ationofTVmedia．Therefore，TVpresentersneedtokeeppacewiththetimes．TraditiomaJmediaattempttobrandTVpresentersinordertotakemofeshareofthemarket；whereas，aftertraditionalcommunicationmodesbeingabandoned，microblogimageofTVpresernersemergeduringtheinteractionswithotherusers,Acc

8、edingtOtheresearchaboutthemicroblogsregisteredOnfamousportalbyfamousTVpresenters，mostTVprescmersownone01revenm