Author(s)

Wang Zilong ¹

Affiliation(s)

¹ School of Culture and Media, Xichang University, Binhai Middle Road, Xichang, China

Corresponding Author

Wang Zilong

ABSTRACT

The rapid rise of short video platforms has profoundly changed the landscape of news dissemination. Traditional news anchors have long been known for their authoritative and professional image on television and radio, earning deep trust. However, the emergence of short video platforms has brought new opportunities and challenges to news communication. News anchors not only need to adapt to new communication models on these platforms but must also attract a broader audience through personalized expression while maintaining their authoritative image. This paper applies media convergence theory and logical argumentation to explore how news anchors can balance their authoritative image with personalized expression on short video platforms, analysing the impact of both on audience trust and communication effectiveness. The research finds that news anchors can enhance audience engagement through personalized expression while leveraging platform characteristics to increase content appeal and shareability. However, they must maintain professional journalistic ethics and standards in content production.

KEYWORDS

News anchors, short video platforms, authoritative image, personalized expression, media convergence

CITE THIS PAPER

Wang Zilong, News Anchors in the Short Video Era: Balancing Authoritative Image and Personalized Expression. Media and Communication Research (2024) Vol. 5: 212-219. DOI: http://dx.doi.org/10.23977/mediacr.2024.050330.

REFERENCES

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[3] Wang Yuchao. Analysis of the "Breaking Out" Path of News Commentary Short Videos—Taking "Anchor Commentary" as an Example [J]. Media Criticism, 2024(07):60-61.
[4] Jenkins, Henry (2006). Convergence Culture: Where Old and New Media Collide. New York University Press.
[5] Deuze, Mark (2008). Media Work. Polity Press. 
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