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电视节目主持人作为电视传媒的有机组成部分,最早被赋予个性化标志的色彩。一批极富个性魅力的电视节目主持人甚至成为某些栏目或某家电视台的“标志”。个性化效应已经在引领着电视台或栏目悄然占领市场份额。当今中国,电视频道内容的专业化和电视频道的市场化运作模式,呼唤个性化的主持传播。一、个性化主持传播兴起的原因1.个性化传播是培养受众忠诚度的重要手段节目主持人出现之后,主持人以“我”的身份面对观众。节目主持人给观众的最初印象应该是“一个在屏幕上向我传播信息的人”。所以,幕后那一个看不见的机构——广播电视媒介,已经具化为台前达一个活生生的人。主持人直接面对受众,大大缩短了传者
Television presenters, as an integral part of the television media, were given the earliest signs of personalization. A group of very charismatic TV presenters have even become “signs” for certain sections or TV stations. Personalization has led the television station or column quietly occupy the market share. In today’s China, the professionalization of TV channel content and the market-oriented mode of operation of TV channels call for personalized communication. First, the reasons for the rise of personalized hosting communication 1. Personalized communication is an important means of cultivating loyalty audience After the emergence of host, the host to “I ” identity to the audience. The first impression the show host gave the audience was “a person who spread the message to me on the screen.” Therefore, an invisible institution behind the scenes, the media of radio and television, has become a living person on stage. The host directly to the audience, greatly reducing the transmission