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近年来,国内广电媒介对于主持人形象的重视程度与日俱增,而“主持人形象塑造”作为一项媒介公关事业,在我国的发展尚处于起步阶段。一直以来,人们借助发端于营销学的品牌理论对主持人形象加以研究,不免深陷囹圄,有失偏颇。本文借助媒介形象学理论,对主持人形象塑造进行全新的探讨,为主持人形象塑造提出建设性意见和建议,旨在有效促进主持人形象与广电媒介形象的双重提升。一、主持人形象与媒介形象黄幼民认为,主持人形象涵盖三层意味:首先是“人”的形象,既包含外在的形体标志,也
In recent years, domestic radio and television media attach more importance to the image of the host, and “the image of the host ” as a media public relations undertaking in our country is still in its infancy. All along, people with the brand theory originated in marketing studies to study the image of the host, can not help but trapped in coveted, biased. This article, with the help of the media image theory, conducts a brand-new discussion on the moderator’s image creation and puts forward constructive suggestions and suggestions for the image-shaping of the moderator in order to effectively promote the double promotion of the image of the moderator and the media image of radio and television. First, the host image and the media image Huang Youmin believes that the image of the host covers three meanings: first is the “person ” image, which contains both the external physical logo, but also