新媒体环境下新闻虚拟主播对受众认知的影响及发展路径  

The Influence of the News Virtual Anchor on the Audience’s Cognition under the New Media Environment and Development Path

作　　者：采国润 王一超 CAI Guo-run;WANG Yi-cao(Chuzhou Vocational and Technical College,Basic Teaching Department;Chuzhou Vocational and Technical College,School of Media and Design,Chuzhou Anhui 239000,China)

机构地区：[1]滁州职业技术学院基础教学部,安徽滁州239000 [2]滁州职业技术学院传媒与设计学院,安徽滁州239000

出　　处：《佳木斯大学社会科学学报》2025年第2期34-38,共5页Journal of Social Science of Jiamusi University

基　　金：2024年滁州职业技术学院人文社科校级重点项目:“全域旅游视域下的安徽省文旅品牌形象构建与传播路径研究”(SKZ-2024-4);2024年滁州职业技术学院横向课题:“滁州市高教城中职新校区装饰设计项目”(CZZY-HX-2024-02)。

摘　　要：新闻虚拟主播不仅能够为受众带来精彩丰富的新闻内容,而且会对受众认知产生深层次影响。现回顾了新闻虚拟主播的发展情况,探析了信息传递和语言表达方式对受众认知的影响、虚拟主播对受众情感联结的影响、新闻虚拟主播的可信度以及对受众认知的影响。在此基础之上,围绕以下五个方面指明了新闻虚拟主播发展的创新路径:结合各类受众偏好,实现新闻信息的个性化推送;强化媒体技术应用,提升语言处理和情感分析能力;创新新闻报道方式,为受众带来沉浸式新闻体验;全天候进行新闻播报,增强新闻报道的时效性和传播效果;加强虚拟主播监管,健全新闻应用的法律规范性。News virtual anchors can not only bring wonderful and rich news content to the audience,but also have a deep impact on the audience’s cognition.This paper reviews the development process,and explores the influence of information transmission and language expression on the audience’s cognition,the influence of virtual anchors on the audience’s media perception and emotional connection,the credibility of news virtual anchors and the cognitive inspiration to the audience.On this basis,it points out the innovative path of the development of news virtual anchor from the following five aspects:to achieve personalized news push by combining the preferences of various audiences,to strengthen the application of media technology to improve the ability of language processing and emotion analysis,to innovate the way of news reporting and bring immersive news experience to the audience,to broadcast all day long to enhance the timeliness and communication effect of news reporting,to strengthen the supervision of virtual anchors and improve the legal standardization of news application.

关 键 词：人工智能 新媒体 新闻虚拟主播 受众认知 沉浸式 

分 类 号：G222[文化科学]