Abstract

With the advent of the era of intelligent media, the discourse and identity of traditional hosts are gradually deconstructed under the sweep of the Internet wave. Under this background, traditional media hosts have to pay attention to the cultivation of "cross-screen" ability and put forward higher requirements for the image building of hosts. However, in the rapidly changing Internet era, No matter in the discourse, identity or hosting concept for the traditional media hosts are not negligible test. In terms of discourse, personalized language integrates mainstream ideas, giving the host great space to play. In terms of identity, the host creates "multiple labels" and presents different identities. Ideologically, it infuses vertical thinking to build overall consciousness. Therefore, on different screens, different media platforms have changed the standardized media image of traditional hosts. This can not only inspire the host's own initiative, but also let the host take the initiative to understand the needs of the audience and adjust their own business level. This is also the core of "cross-screen" host image building.