The Evolution of Broadcast and Host Style in Different Era: An

Analysis Based on Communication Theory

Yuqi Xu

School of Journalism & Communication, Nanchang University, Nanchang, Jiangxi, China

Keywords: Broadcasting Style, Hosting Style, New Media Era, Communication Theory, Media Evolution.

Abstract: As the new media era dawns, the problem of solidification of broadcast and host style has been widely

addressed, but there are still many shortages in the appeal of audiences of all ages. The development of the

era, coupled with scientific and technological progress as well as continuous innovation within the media

industry, has led to the constant evolution and development of broadcasting and hosting styles, catering to

both the era's demands and audience preferences. Yet, in today's information-explosive new media era, the

renewal of these styles encounters numerous novel challenges. In light of this, this paper delves into the

characteristics of broadcasting and hosting across different times, as well as the inevitability of their stylistic

transformation driven by the new media era, audience needs, and intense market competition. Given the rapid

evolution of the new media landscape, broadcasting and hosting styles must adapt promptly to the changing

times. Consequently, this paper proposes the following suggestions: innovative measures should be

implemented by broadcasting and hosting personnel, in education for this field, and within media

organizations.

1 INTRODUCTION

In the extensive and prolonged history of media

evolution, the manner of broadcasting and hosting has

consistently occupied a pivotal position. It functions

not merely as a conduit for the dissemination of

information but also as a vehicle for the transmission

of cultural heritage. As scientific and technological

advancements unfold and the media landscape

undergoes incessant innovation, the broadcasting and

hosting manner is perpetually adapting and

progressing to align with the demands of the

contemporary era and the expectations of the

audience. In the epoch of new media, the

conventional broadcasting and hosting manner

confronts unprecedented challenges as well as

opportunities. On the positive side, the emergence of

new media presents a more expansive arena and a

greater diversity of expressive formats for

broadcasting and hosting. Conversely, the interactive

and individualized nature of new media also poses

heightened demands on the broadcasting and hosting

manner. Despite the abundance of research on the

contemporary style of broadcasting and hosting,

exemplified by Luo Li's style, which embodies

personal traits while adhering to the general

principles of broadcasting creation, and Zhang Song's

emphasis on the primacy of the broadcasting creation

subject, there remains a dearth of sufficiently granular

methodologies and a robust connection to the present

era (Li, 2021, Zhang, 2009). Hence, upon analyzing

numerous scholarly works and integrating practical

experiences, it becomes evident that examining the

broadcasting and hosting manner in the new media

era not only facilitates a deeper understanding of the

media development trajectory but also aids in more

accurately grasping audience preferences.

Furthermore, it offers valuable insights into the future

trajectory of the media industry.

2 CHARACTERISTICS AND

CHANGES OF BROADCAST

AND HOST STYLE

2.1 The Broadcast and Host Style at

the Beginning of Its Establishment

In 1958, Beijing Television Station, the first radio and

television station in China, began trial broadcasting,

and the broadcast and host style was gradually

established and formed. From 1940 to 1978, China's

Xu, Y.

The Evolution of Broadcast and Host Style in Different Era: An Analysis Based on Communication Theory.

DOI: 10.5220/0014112000004942

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management (APMM 2025), pages 255-260

ISBN: 978-989-758-791-7

255

radio host style was in its founding stage. The

broadcast and host style in this period was deeply

influenced by the political, economic, and cultural

environment at that time. On the one hand, the

broadcast and host style in this period pays attention

to the functions of publicity and education and

emphasizes the accuracy and authority of

information. Announcers and presenters usually use a

formal, solemn language style to convey government

policies and guidelines. On the other hand, due to the

limitation of technical conditions at that time, the

broadcast and host style is relatively simple, mainly

wireless broadcasting and black and white TV, and

the lack of diversified means of communication.

2.2 Gradually Developed Broadcast

and Host Style

Between 1978 and 2010, China's broadcasting and

hosting format underwent a phase of significant

development, intricately tied to the social milieu

following the reform and opening-up policy. On the

one hand, as the economy flourished and cultural

barriers were lifted, the broadcasting and hosting

format shifted focus towards interaction and

entertainment, augmenting the sole purpose of

publicity and education with diversified informational

services and interactive functionalities. On the other

hand, with the popularization of TV technology and

the rise of network technology, the broadcast and host

styles began to diversify, and more program types and

hosting styles appeared (Zuo, 2020).

Compared with the founding period, the broadcast

and host style of the development period is different

in the following aspects: First, the program style is

more diversified, no longer limited to the traditional

formal and solemn style, for example: in 1983, the

Spring Festival Gala for the first time into the public

vision (Yao & Sun, 2011). Secondly, the means of

communication are more abundant. In addition to the

previous radio broadcast and black and white TV,

there are also diversified means of interaction such as

color TV and telephone connection. Lastly, the

audience's needs and preferences have increasingly

shaped the broadcasting and hosting style, prompting

hosts to prioritize interaction and communication

with their viewers.

2.3 Broadcast and Host Style Toward a

Mature

With the coming of the new media era in 2010,

various network platforms and emerging media have

emerged in an endless stream, and the broadcast and

host style has become more and more stable, but it

also faces more opportunities and challenges.

Since the year 2010, China's broadcasting and

hosting style has reached a stage of maturity. This

period's broadcasting and hosting style is intimately

tied to the advent of the new media age. On one hand,

the swift progression of new media has prompted a

shift in focus towards individuality, interactivity, and

creativity within the broadcasting and hosting style.

Hosts have commenced utilizing new media

platforms, including Weibo, WeChat, Douyin, and

others, to engage in real-time interaction with the

audience, thereby bolstering the program's appeal and

influence. On the other hand, the emergence of the

new media era has introduced novel challenges, such

as an overflow of information, audience

fragmentation, and various other issues.

Consequently, the broadcasting and hosting style must

continuously innovate to accommodate these

alterations.

However, as China enters the new media era, the

broadcasting and hosting style confronts several

challenges. Initially, the fragmentation of

communication inherent in new media results in the

gradual erosion of the traditional media's audience

base. Consequently, the broadcasting and hosting style

must identify novel communication methods and

audience demographics. Furthermore, the

personalized and interactive attributes of new media

impose stricter demands on the hosts' overall

competencies. To satisfy the requirements of the new

media era, hosts must possess a wider array of skills

and knowledge. Lastly, competition within the new

media landscape is intensifying, rendering many

traditional media and broadcasting formats inadequate

in terms of competitiveness. Hence, the broadcasting

and hosting style necessitates perpetual innovation to

distinguish itself amid the myriad of media entities.

3 THE INEVITABILITY OF THE

CHANGE OF BROADCAST

AND HOST STYLE IN THE

NEW MEDIA ERA

3.1 The Development of New Media

Technology

The advent and swift evolution of novel media

technologies, including the ascendancy of social

media and live-streaming platforms, have introduced

unparalleled transformations within the broadcasting

and hosting sectors. These emerging media forms

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have not only revolutionized how information is

disseminated but have also imposed fresh

prerequisites on the broadcasting and hosting style.

The proliferation of social media has significantly

accelerated the dissemination of information,

rendering it more immediate and accessible.

Concurrently, this phenomenon has necessitated a

reevaluation of the broadcasting and hosting style.

Traditionally, broadcasting and hosting have adhered

to a unilateral communication approach, often

orchestrated by the host. However, the interactive

essence of social media necessitates that the

broadcasting and hosting style focus greater attention

on engaging and communicating with the audience

(Pei, 2020). To illustrate, numerous hosts have

established social media presences, such as Weibo

accounts and WeChat public platforms, to foster real-

time interactions with their audience, thereby

augmenting the appeal and influence of television

programs.

Furthermore, the emergence of live broadcasting

platforms has furnished a novel exhibition stage for

broadcasting and hosting styles. The real-time and

interactive attributes of these platforms underscore

the importance of a heightened sense of scene and

interaction within the broadcasting and hosting style.

For instance, hosts frequently utilize live

broadcasting platforms to conduct live reports,

engage in interactive interviews, and present other

programs, which fortifies the sense of realism and

audience participation in these broadcasts.

3.2 Changes in Audience Demands

As society continues to evolve and advance, the

audience's requirements are constantly transforming.

In the context of the new media era, there have been

notable shifts in the audience's preferences and

patterns of information acquisition, thereby posing

fresh demands on broadcasting and hosting styles

(Napoli, 2010).

The diversification of audience preferences has

become increasingly apparent. Traditional

broadcasting and hosting styles, which often rely on

a singular and rigid format, now contrast sharply with

the audience's trend toward diversified tastes. For

instance, while some viewers favor a casual and

humorous hosting style, others prefer a formal and

professional approach. Consequently, broadcasting

and hosting styles must give greater consideration to

the individual needs of the audience and offer a

variety of programmatic content and formats to cater

to these preferences (Morley, 2002).

The audience's information acquisition habits

have undergone significant changes. Traditional

broadcasting and hosting styles typically convey

information at fixed times and frequencies; however,

the audience's habits now exhibit characteristics of

fragmentation and immediacy. For example, some

viewers prefer to access information through mobile

devices like smartphones and tablets, while others opt

for emerging media platforms such as social media

and live streaming. Therefore, broadcasting and

hosting styles must prioritize the timely and

fragmented dissemination of information to align

with the evolving habits of the audience in acquiring

information (Tyler, 1992).

3.3 The Inevitable Choice Under the

Pressure of Market Competition

In the era of emerging media, the competition within

the media industry has intensified significantly. To

distinguish oneself amid the myriad of media outlets,

the broadcasting hosting style must undergo continual

innovation, thereby attracting a broader audience and

securing the interest of advertisers.

The essence of enhancing program

competitiveness lies in innovation. Traditional

broadcasting and hosting styles frequently suffer

from a lack of novelty and individuality. Indeed,

innovation serves as the cornerstone for bolstering

program competitiveness. For instance, certain hosts

have augmented the appeal and reach of their

programs by integrating novel program formats,

content, and technological methods.

Innovation is a vital strategy to address the

evolving needs of the audience. As audience demands

shift and market competition intensifies, the

broadcasting and hosting style must be continually

refined to align with the audience's expectations and

preferences. For example, some hosts have

heightened the sense of authenticity and audience

engagement in their programs by incorporating fresh

program elements and formats, such as interactive

interviews and real-time reporting.

The Evolution of Broadcast and Host Style in Different Era: An Analysis Based on Communication Theory

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4 PUT FORWARD SUGGESTIONS

FOR THE BROADCAST AND

HOST STYLE IN THE NEW

MEDIA ERA

4.1 Suggestions for Broadcast and

Hosts

In the era of emerging media, broadcast and hosting

professionals confront unprecedented challenges

alongside promising opportunities. To align with the

evolving demands of this new media landscape, it is

imperative for broadcast and hosting professionals to

continually enhance their overall competencies,

thereby accommodating the distinctive attributes of

new media.

Primarily, broadcast hosts must adapt to the

unique characteristics of new media. The interactive

and individualized nature of new media necessitates

broadcast hosts to possess greater adaptability and

adopt more personalized modes of expression.

Illustratively, numerous hosts have established social

media platforms, including Weibo and WeChat

public accounts, to engage with audiences

instantaneously, thereby augmenting the

attractiveness and reach of their programs.

Concurrently, broadcast and hosting professionals

must also possess robust psychological resilience and

stress-management skills to navigate the heightened

work pressures prevalent in the new media era.

Furthermore, broadcast and hosting professionals

need to fortify their comprehensive literacy tailored

to new media. In this new media era, the expectations

for broadcast and hosting professionals have become

more diversified. They must not only exhibit strong

professional literacy but also cultivate innovative

thinking and cross-media communication capabilities

(Yu, 2014). Professional literacy primarily

encompasses two facets: technical literacy, which

pertains to professional and technical proficiency,

requiring broadcast hosts to concurrently refine their

abilities in utilizing multimedia and we-media

equipment; and the enhancement of information

sensitivity while adhering to information ethics. For

instance, some hosts have bolstered the appeal and

influence of their programs by introducing novel

program formats, content, and technological

innovations. Additionally, broadcast and hosting

professionals must possess adept teamwork skills and

cross-media communication abilities to

accommodate the multifaceted communication

requirements of the new media era.

In conclusion, broadcast hosts must remain

attuned to the evolving trends of the time and

comprehend the transformations that characterize this

era. Within the realm of the new media landscape, the

pace and scope of information dissemination have

undergone significant enhancements. Consequently,

broadcast hosts are required to possess a more

extensive body of knowledge and a heightened

awareness of news developments, enabling them to

navigate the rapidly shifting informational milieu

adeptly. Additionally, possessing proficient linguistic

abilities and effective communication techniques is

equally imperative for broadcast hosts, as these skills

facilitate enhanced engagement and dialogue with

their audience.

4.2 Suggestions for Broadcast and Host

Education

In the era of emerging media, the field of broadcast

and hosting education necessitates perpetual

innovation and adaptation to nurture talents who align

with the demands of this new epoch.

Primarily, broadcast and hosting education must

prioritize the fostering of comprehensive

competencies that resonate with the characteristics of

the emerging media landscape. Historically, this

domain has emphasized theoretical knowledge and

technical proficiency, yet it has overlooked the

distinctive features and requirements of the

contemporary media era. Consequently, there is a

pressing need to revitalize the educational content by

incorporating courses on new media technologies and

their applications, encompassing social media

management and the utilization of live broadcasting

platforms. This will empower students with essential

new media literacy and technical acumen.

Furthermore, the curriculum should be augmented

with modules on cross-media communication and

new media marketing, thereby enhancing students'

capabilities in cross-platform communication and

marketing strategies.

Secondly, broadcast and hosting education must

broaden its scope beyond the traditional training of

announcers and hosts. The new media era mandates a

more diversified skill set for broadcast and hosting

professionals. They are required to possess not only

robust professional literacy but also innovative

thinking and cross-media communication

proficiency. Therefore, the educational focus should

shift towards nurturing students' innovative mindset

and cross-media communication skills, possibly

through practical engagements, project

collaborations, and other experiential learning

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methods. These initiatives will foster students'

practical competencies and entrepreneurial spirits.

Additionally, emphasis should be placed on

developing students' teamwork and interpersonal

communication skills, enabling them to navigate the

multifaceted communication demands of the

emerging media era.

In conclusion, it is imperative for broadcast and

hosting education to revise and update its training

programs while gaining a comprehensive

understanding of the present circumstances. In the era

of emerging media, the demands placed on broadcast

and hosting professionals have become significantly

more diversified. These professionals must possess

not only solid professional competencies but also

innovative thinking capabilities and proficient cross-

media communication skills. Consequently,

broadcast and hosting education must revise its

training programs and incorporate additional

coursework focused on new media technologies and

their applications. This includes courses on social

media operation and the utilization of live

broadcasting platforms, aimed at nurturing students'

new media literacy and proficiency. Furthermore, it is

crucial to augment the curriculum with modules on

cross-media communication and new media

marketing, thereby fostering students' abilities in both

cross-media communication and new media

marketing strategies (Gao, 2015).

4.3 Suggestions for Media

Organizations

In the era of new media, media organizations are

compelled to engage in continuous innovation and

adaptation to align with the evolving demands of this

period.

Primarily, media organizations must redefine the

roles of announcers and anchors, shifting from rigid,

static positions to more fluid and multifaceted ones.

In the context of new media, the criteria for broadcast

and hosting personnel have diversified, necessitating

a broader range of knowledge and a heightened

sensitivity to news events. Consequently, media

organizations should make announcer and presenter

roles more flexible, offering extensive training and

educational opportunities to elevate their

professionalism and technical proficiency.

Additionally, it is imperative to establish

comprehensive incentive and talent development

frameworks to attract and maintain exceptional talent.

Furthermore, media organizations need to

diversify their media communication strategies, with

a particular emphasis on we-media platforms. The

new media era has significantly accelerated the speed

and expanded the scope of information dissemination.

Media organizations must harness the benefits of we-

media platforms to broaden their communication

reach and enhance their communication impact. For

instance, numerous media organizations have created

microblogs, WeChat public accounts, and other we-

media profiles to engage with audiences in real time,

thereby augmenting their programs' appeal and

influence. Simultaneously, they must leverage we-

media platforms for cross-media communication to

further optimize their programs' communication

effectiveness.

In conclusion, media organizations must address

the demands of a multifaceted audience by offering

both traditional programming and novel

entertainment formats tailored to engage younger

demographics. In the new media landscape, media

organizations confront a broader spectrum of

requirements and are compelled to fulfill the

expectations of varied audience segments.

Consequently, it is imperative for media entities to

furnish a diverse array of program content and

presentation styles to accommodate the distinct needs

of their audience. Illustratively, certain media

organizations have devised strategies to capture the

attention of the youthful audience.

5 CONCLUSION

In the era of emerging media, the broadcasting and

hosting style has undergone substantial

transformations. These changes are evident not

merely in the upgrading of technical methodologies

but also in the innovation of content presentation

techniques and enhancements in audience

engagement. Within the context of the new media

landscape, the conventional broadcasting and hosting

style has progressively evolved towards

diversification, interactivity, and personage. This

evolution not only enriches the expressive formats of

broadcasting and hosting but also significantly

elevates audience participation and overall

satisfaction levels.

Adapting to this shift holds immense significance

for the advancement of the broadcasting and hosting

sectors. Firstly, it facilitates the seamless integration

of the broadcasting and hosting industry into the new

media ecosystem, enabling the industry to harness the

benefits of new media platforms, broaden the scope

of communication, and enhance communication

efficacy. Secondly, such adaptation fosters

innovation within the broadcasting and hosting

The Evolution of Broadcast and Host Style in Different Era: An Analysis Based on Communication Theory

259

industry, catalyzing its sustained progression. Lastly,

accommodating the transformations of the new media

era aids the broadcasting and hosting industry in

better aligning with audience demands and

augmenting its societal impact.

Looking to the future, the broadcast hosting style

is likely to continue to develop along the direction of

diversification, interaction, and individuation. With

the continuous progress of technology, new

communication means and platforms will continue to

emerge, providing more possibilities for broadcast

hosting style. At the same time, the needs and

preferences of the audience are constantly changing,

and the broadcast and host style needs to be

constantly innovative to adapt to these changes.

Therefore, the future broadcast hosting style will pay

more attention to the interaction with the audience,

pay more attention to personalized expression, and

pay more attention to content innovation and quality

improvement.

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