Construction on the Broadcasting of Cultural Value

Abstract: Broadcast host responsible transmission of information， expression of emotion and preserving culture. Construction of broadcasting cultural value will raise the cultural character of the electronic medium itself， provide spiritual power of the people's needs， enhancing the cultural influence of broadcasting on audiences.

Key words: Broadcast host; cultural value; construction

Introduction

Broadcasting is the spread of culture， represents a cultural identity and promote. Broadcasting show value through this process from the identity of a cultural， to select a culture， to the dissemination of a culture， to eventually form a culture. Broadcasting of cultural value construction can be divided into several areas.

1. Enhance self-cultivation， update knowledge structure， improve cultural taste

Broadcast host must learn to perfect the knowledge structure. First， the broadcast host need to understand the inherent knowledge of various disciplines and laws， then， skilled to use them， and finally to cognition from the link between knowledge and things. Broadcast presenters should have a specific， stable type of knowledge structure. The only way to guarantee the operation of programs and depth of development， but also can apply the categories to expand their knowledge and depth of programs to expand capacity of the host announcer results matched each other， thereby contributing to the overall program quality， content improvement.

2. Focus on audience appeal， to be good communicators and guides

From the communicators perspective， consider audience appeal， with the way the audience receptive to cultural transmission. For example， if you do not know opera show host， he can not preside over a good drama television programs， not to spread the program so that traditional Chinese opera culture in the audience to get a new vitality.

From the guide's point of view， broadcast presenters need to coordinate business interests and social effects， efforts to improve programs and cultural connotations.

Broadcast host not only to understand the audience needs and public opinion， but also the role of a leader's specified in the right direction of cultural values.

3 .Responsibility and mission

Essence of the spread of the host broadcasting of cultural transmission. They are an important force in contemporary cultural construction. Their cultural tastes will profoundly affect the process of Chinese culture.

Therefore， the broadcast host should have a strong sense of responsibility and mission， the host broadcasting to assume the role of cultural influence， with its own behavior model function， speech function and cultural demonstration model to guide the correct function of the general public， in order to advance the building of a harmonious society .

4. Implementation of social and cultural construction

In addition to increasing operational capabilities such as voice and expression， broadcasting host should try to participate in social and cultural construction. A good way to learn to deal with different types of text. In dealing with all types of text， audio host not only to quickly enter the state， and control their own emotions， but also to creatively convey the cultural connotations inherent in the text.

5. Conclusion

As radio host in the media's importance in the construction of the cultural values they assume a more important role. With the mass media and programs to enhance the cultural quality of the return of cultural content， broadcast over the construction of cultural values not only broadcast the efforts of the host， the mechanism also needs to improve and protect the media， but all employees need to work together to build. Only in this way， to create a culture of healthy development of the media ecosystem to reconstruct a complete radio host culture and value system.

References:

[1] Ou-Yang Xia-Dan. On the reconstruction of the cultural value of radio host[J]. Dongnan Chuanbo， 2011，87(11):93-94. (in Chinese)

[2] Zeng Zhi-Hua. China's TV show host and cultural influence proposition put forward and thinking [J]. Modern Media，2007，144(1):19-24. (in Chinese)

[3] Zeng Zhi-Hua. The essential characteristics of Chinese TV culture influence[J]. Modern Media，2007，148(5):11-15. (in Chinese)

[4] Lou Ke-Wei. Study on the improvement of Chinese TV host spread cultural tastes strategy[J].Journal of Northwest University， 2007，37(6):141-146. (in Chinese)

[5] Zhang Zheng-Fa. Broadcasting of cultural value[J]. Modern Media， 2005，3:99-100. (in Chinese)

About the author:

Ai Xu(1981-)，Guangxi Liuzhou television station，engaged in research on broadcasting and hosting， Mandarin and dialects.Tel:13978068320;E-mail: dlmusu@foxmail.com.