



































051208-FA2107-Frontiers in Art Research.docx


    

 American Journal of Art and Communication 

Vol.8 , Issue3 May- June - 2023; 

1252 Columbia Rd NW, Washington DC, United States 

https://topjournals.org/index.php/AJAC; mail: topacademicjournals@gmail.com 

 
 

 

  

8 | American Journal of Art and Communication 

|  https://topjournals.org/index.php/AJAC  

THE EXPRESSIVE CHARACTERISTICS OF BROADCAST HOSTS IN THE 

NEW MEDIA ERA  
 

 

An Jiangyu   

Academy of Audible Language Arts, Sichuan University of Media and Communications, Chengdu, China  

 

Abstract: The rapid development of new media technology has brought new challenges and opportunities to the 

broadcasting industry. In this era, how to accurately and vividly convey information and resonate with the 

audience has become an important problem for broadcasting hosts. This study systematically analyzes the 

language arts characteristics of broadcasting hosts in the new media era, and proposes some targeted cultivation 

strategies.  

Keywords: New media era, Broadcasting hosts, Language arts, Expressive characteristics, Cultivation strategies  

 

 

1. Introduction  

With the rapid development and popularisation of new media technology, broadcast hosting, as an important part 

of the media industry, plays a more crucial role in the new media era. In this era full of opportunities and 

challenges, how to accurately and vividly convey information and resonate with the audience has become an 

urgent problem for broadcasting hosts. Among them, the expressive characteristics and developmental strategies 

of language arts are considered to be important factors affecting the quality of broadcast presenters' performance. 

Therefore, this study aims to systematically analyse the language arts characteristics of broadcasting hosts in the 

new media era and to propose some targeted cultivation strategies. In order to help broadcasting hosts to 

comprehensively improve their language and art level, cultivate a high-quality broadcasting host team, and 

promote the prosperity of the whole industry.  

2. The development path of the language art of broadcasting hosting in the new media era  

2.1. Diversity of expression in the language arts  

With the rise of the new media era, the language art of broadcasting is no longer limited to the traditional form of 

radio or television, but covers a wider range of media platforms and modes of communication. They can express 

their language on a variety of channels such as live streaming platforms, short videos, and social media. Messages 

are delivered through a variety of media formats such as pictures, text, sound, and video.[1]Traditional forms of 

language arts expression still exist, such as beautiful reading, fluency and accurate voice control. However, with 

the rapid development and popularisation of new media technologies, the language arts of broadcasting have also 

been innovated and improved. Firstly, sound processing and modulation became an important skill. In the new 

media age, people listen to content through different devices such as headphones, speakers, and therefore, 

broadcasters need to learn to adjust the volume, pitch and sound quality of their voices according to different 

mailto:topacademicjournals@gmail.com


    

 American Journal of Art and Communication 

Vol.8 , Issue3 May- June - 2023; 

1252 Columbia Rd NW, Washington DC, United States 

https://topjournals.org/index.php/AJAC; mail: topacademicjournals@gmail.com 

 
 

 

  

9 | American Journal of Art and Communication 

|  https://topjournals.org/index.php/AJAC  

environments and media devices to ensure that listeners can have a clear and comfortable listening experience. 

Secondly, the style of expression of the language needs to be closer to the tastes of young people. Young people 

are an important audience in the new media age, and they have very different preferences for language expression. 

Broadcast hosts need to pay attention to the current popular vocabulary, Internet terms and spoken expressions 

with young people's characteristics, in order to make their language more affinity and interesting. Finally, 

broadcasting as a linguistic art form remains full of possibilities for emotional expression. Through the expression 

of language and the interpretation of voice, broadcast hosting can effectively convey emotions and touch the 

audience's empathy. In the new media era, broadcasting host is not only a conveyor of information, but also a 

bridge of emotional resonance with the audience. They need to convey their emotions to the listener through vocal 

variations, rhythmic control, and emotional integration to enhance listener engagement and interaction.  

2.2. Diversified creation of language arts  

With the rapid development and popularisation of new media, the new media era is also invariably putting forward 

higher requirements for the diversified creation of broadcasting and hosting language arts. Areas such as 

traditional radio and television no longer meet the needs of people for information and interest. In contrast, the 

new media has the characteristics of convenience, interactivity and content diversification, which provides a 

broader creative space for broadcasting and hosting.[2]The new media age focuses on innovation and 

personalisation, and broadcasters need to be creative too. Broadcast presenters need to be freed from their 

traditional roles of reporting news and hosting programmes, and actively broaden the field of content creation. It 

can delve into various fields of society, culture, science and technology to uncover and present more rich and 

diverse content.At the same time, presenters need to keep up with real-time hot topics and pop culture. Combining 

the needs and preferences of viewers, new, interesting and uniquely creative programme content is introduced to 

arouse viewers' interest and retain their attention. In the age of information explosion, the language arts of 

broadcasting and hosting need to constantly update their creative approach and inject innovative elements in order 

to capture the attention of the audience and provide a novel experience. Facing the development of the new media 

era, the audience has higher requirements for the presentation and content of language arts. Broadcast hosts not 

only need to have the ability to express themselves well, but also need to have a rich knowledge base and the 

ability to think deeply. Ability to flexibly adapt language style and presentation to different topics and audience 

groups. For different new media platforms, such as microblogging, WeChat, short video podcast hosts need to 

learn and master the corresponding techniques and rules, so as to better use the art of language to create.  

2.3. Individualised style in language arts  

In the new media era, people are increasingly pursuing personalised and diverse styles for broadcasting and 

hosting. Presenters need to build their personal brand image and mould their unique language style and delivery 

to attract and retain audiences. On the new media platform, broadcast hosts can choose different language styles 

to create according to the needs of different programme types and audience groups. Whether it's a formal news 

report, a passionate sports commentary or a humorous entertainment programme. All require the presenter to have 

rich language skills and be able to use different language styles in order to capture the attention of the audience. 

For example, the presenter may present in a humorous style, the use humorous expressions to tell interesting 

mailto:topacademicjournals@gmail.com


    

 American Journal of Art and Communication 

Vol.8 , Issue3 May- June - 2023; 

1252 Columbia Rd NW, Washington DC, United States 

https://topjournals.org/index.php/AJAC; mail: topacademicjournals@gmail.com 

 
 

 

  

10 | American Journal of Art and Communication 

|  https://topjournals.org/index.php/AJAC  

stories or create funny situations to increase the interest of the programme in order to attract the audience's 

attention and bring them a sense of joy and relaxation. Of course, presenters can also use their usual style of 

language to bring their audience closer, with a view to bringing them a sense of intimacy and trust. Through 

intimate language and natural expressions, the audience is made to feel immersed and a friend-like relationship 

is established with them. At the same time, a professional style can give viewers a sense of authority and trust. 

The presenter is required to have rich professional knowledge and good oral presentation skills to deliver 

information with fluency, accuracy and clarity of language and provide professional interpretation and viewpoints.  

3. Analysis of the current situation of the language art of broadcasting hosting in the new media era  

3.1. Insufficiently standardised expression of language arts in broadcasting and hosting  

New media age broadcasters may need to cover various fields of expertise, but sometimes they may not be 

adequately prepared or have a poor understanding of the relevant fields, resulting in inaccurate or incorrect 

expressions. They may not fully grasp the normative requirements for intonation of voice and lack the correct 

pronunciation and techniques to refine their expertise. The China Radio and Television Corporation (CRTC) has 

implemented the standardisation of Putonghua, but there are still some broadcasting hosts who have irregularities 

in pronunciation, intonation and speed of speech. For example, some broadcasters may use inaccurate vocabulary 

or wording in pursuit of sensationalism or to attract attention, which may mislead the audience or create 

misunderstanding. At the same time, in the new media era, broadcasting hosts are often faced with enormous 

public opinion pressure and commercialisation. In order to cater for viewer preferences and seek high ratings or 

click-throughs, the some broadcast presenters may lower the standard of language expression and adopt 

vulgarisation and pan-entertainment to attract the audience, thus leading to irregularities in language expression. 

Over-expression of verbalisation is also a reflection of the irregularity of broadcasting in the expression of 

language arts. In order to cater for the tastes of young viewers, some hosts use too many colloquial expressions 

in their programmes, while neglecting the use of standardised language. This can give the audience an impression 

of informality or unprofessionalism and lower the quality of the programme.  

3.2. The quality of the content of broadcasting language arts needs to be improved  

Due to the need for efficient communication and engaging users in the new media era, broadcast hosts often 

pursue speed and flow at the expense of deeper thinking about content. They seldom have time for thorough 

research and preparation, resulting in superficial works, shallow knowledge, and formalised language arts that 

fail to provide audiences with truly valuable information. For example, in order to attract the attention of the 

audience and pursue a high hit rate, some broadcasters may tend to use superficial and vulgar expressions. In this 

case, the content often lacks depth and reflection, and does not have a positive effect on enhancing the knowledge 

and aesthetic taste of the audience. In addition to this, due to the ease of access to information in the new media 

age, the some broadcasters may refer directly to other online sources or media reports without independent 

thinking and in-depth research. This results in their content being characterised by similarity and sameness, and 

a lack of originality and innovation. At the same time, in the era of new media, the phenomenon of the flood of 

information and the uneven quality of content continues to emerge. Due to the limitations of time and the amount 

of information, it is difficult for a broadcaster to dig deep and accurately deliver complex content in a short period 

mailto:topacademicjournals@gmail.com


    

 American Journal of Art and Communication 

Vol.8 , Issue3 May- June - 2023; 

1252 Columbia Rd NW, Washington DC, United States 

https://topjournals.org/index.php/AJAC; mail: topacademicjournals@gmail.com 

 
 

 

  

11 | American Journal of Art and Communication 

|  https://topjournals.org/index.php/AJAC  

of time, which brings certain difficulties to the creation. For such a status quo, the linguistic artistry of 

broadcasting and hosting requires deep thinking, broad knowledge and a solid foundation of literacy in order to 

present high-quality work.  

3.3. The aesthetic pursuit of language art in broadcasting and hosting is insufficient  

In the expression of language arts in broadcasting, a good presenter should be able to establish a connection with 

the audience through language arts emotional resonance. However there are some presenters who may not have 

fully tapped into the ability to express emotion, resulting in an increased distance from the audience and an 

inability to truly evoke empathy. In the era of new media, the dissemination of information knows no borders, 

and audiences come from different cultural fields. The language art of broadcasting should be able to take into 

account and respect the characteristics and aesthetic pursuits of different cultures. Yet some facilitators may lack 

sensitivity to this and overlook the implications of cultural diversity. Passing on and carrying forward the excellent 

language arts and culture is the duty of the broadcast host. Respecting history, learning and passing on classical 

culture and classic works. Incorporate the traditional language arts into modern broadcasting expression, so that 

the audience can feel the rhythm and beauty of the language. Facing the background of the competitive 

environment, broadcasting hosts need to attract the interest of the audience through the unique style of personality 

and innovative ways of expression. Some presenters may lack individuality and originality, relying too much on 

templated expressions, resulting in a lack of distinctive charisma and formality. Nowadays, many presenters 

pursue flamboyant words and modifications in their artistic expressions, but neglect the truthfulness and accuracy 

of their contents. They may overemphasise the form of expression and ignore the very core of the message as a 

way to grab the audience's attention.  

Although this may produce results in the short term, it lacks in-depth thinking and rational analysis.  

4. Cultivation Strategies for Broadcast Hosting in the New Media Era  

4.1. Enhancing the professionalism of broadcast presenters  

In the new media era, broadcast hosts need to have more comprehensive qualities. Such as advertising planning, 

public relations skills, and oral presentation. To improve the language skills of broadcasting hosts, you can read 

aloud, memorise and write to improve your language skills.[3]At the same time, attention should also be paid to 

enriching one's vocabulary and making flexible use of various rhetorical devices and grammatical rules. For the 

training strategy plan of broadcasting hosts, attention should be paid to the development of these qualities in order 

to improve the competitiveness of broadcasting hosts in the workplace. Practical training is what really hones the 

skills of the broadcast presenter. For broadcasting hosts, theoretical knowledge is important, but focus on practical 

training is also the key to ambition. Through simulation training a large number of practical projects, such as 

simulated programme hosting, interview explanation, on-site reporting, and so on, as a way to improve the 

practical ability of broadcasting hosts. In addition to traditional verbal and vocal skills, broadcast presenters need 

to have a variety of skills such as video production, editing, and studio operations. These skills should be focussed 

on with a view to adapting the presenter to a diverse range of platforms and job requirements. As a rapidly 

evolving and frequently changing field, the Broadcasters need to stay on top of their studies and continue to 

improve their abilities and keep learning with a view to keeping up with the latest developments in the industry.  

mailto:topacademicjournals@gmail.com


    

 American Journal of Art and Communication 

Vol.8 , Issue3 May- June - 2023; 

1252 Columbia Rd NW, Washington DC, United States 

https://topjournals.org/index.php/AJAC; mail: topacademicjournals@gmail.com 

 
 

 

  

12 | American Journal of Art and Communication 

|  https://topjournals.org/index.php/AJAC  

4.2. Keeping up with new media trends  

Nowadays, as the trend of media development further strengthens, broadcasting hosts need to keep up with the 

development trend of new media and the application of technology, and continue to cultivate broadcasting hosts' 

in-depth understanding and use of new media platforms. Such as live streaming platforms, short video platforms, 

social media, etc., so that broadcast hosts can use these platforms to communicate and interact proficiently. At the 

same time, various new technologies and applications continue to emerge in the new media era, such as live 

streaming, virtual reality, and artificial intelligence. Broadcast presenters should keep abreast of the application 

of these new technologies and learn to apply them to their work in order to better interact and communicate with 

their audience. Mastering social media operations is a skill that broadcasters should have in the new media age. 

Social media has become one of the most important channels for new media communication, and broadcast 

presenters should familiarise themselves with the commonly used social media platforms. For example, 

microblogging, microblogging, jitterbugging and so on. And learn to run and promote your content effectively. 

You can keep up to date with the latest social media trends by taking a specialised social media operations course 

or following relevant industry news. Understanding the latest developments in the industry is an important way 

to train broadcasters to keep up with new media trends. Moderators can obtain relevant information by following 

authoritative media in the industry, attending industry seminars or joining professional associations, and make 

timely adjustments and improvements to their work. Of course, with the advent of the new media era, the 

audiovisual habits of some viewers have changed, and they are no longer satisfied with a single traditional 

programme format. Broadcast presenters should actively experiment with innovative programme formats that 

combine interactive, entertaining participatory design of content that meets the needs of new media users to 

increase audience stickiness and participation.  

4.3. Enhancement of the ethical qualities of broadcast presenters  

Nowadays, in the redundant environment of fierce competition in the society, establishing correct values is an 

ethical cultivation that should be necessary for broadcasting hosts. For broadcasting hosts, establishing a correct 

outlook on life, values and professional ethics, and clarifying their responsibilities and roles are the basis and key 

to becoming a qualified host. Being clear about your responsibilities and roles is the foundation and key to being 

a competent facilitator. The announcer should be clear about his/her responsibilities and authority and work 

legally and compliantly. It is important to respect professional conduct and ethics, and not to violate legal and 

moral boundaries. Strictly abide by the code of conduct of the profession and do not take advantage of their 

position for personal gain or abuse of power. It should uphold the principles of truthfulness, objectivity, 

impartiality and responsibility, adhere to the bottom line of professional ethics and improve its own quality. For 

individuals themselves, they should be careful with their words and actions, always consciously restrain their 

words and actions, regulate their behaviour, focus on self-reflection and self-improvement, and lead the audience 

by the power of example. In the face of the process of delivering information, the broadcast hosts should maintain 

a cautious and prudent attitude, respect the facts, and refrain from false propaganda and misleading reports. Be 

an independent thinker and be able to convey information rationally and objectively. Podcasters need to always 

keep in mind that they are the public's messenger, and concern for the public interest and avoidance of misleading 

mailto:topacademicjournals@gmail.com


    

 American Journal of Art and Communication 

Vol.8 , Issue3 May- June - 2023; 

1252 Columbia Rd NW, Washington DC, United States 

https://topjournals.org/index.php/AJAC; mail: topacademicjournals@gmail.com 

 
 

 

  

13 | American Journal of Art and Communication 

|  https://topjournals.org/index.php/AJAC  

or irresponsible statements. For new media organisations, professional ethics training for broadcasters can be 

strengthened to improve their professionalism and ethics, and also establish appropriate monitoring mechanisms 

to correct and discipline inappropriate behaviour and words to develop a favourable professional ecology.[4]  

5. Conclusions  

With the rise of the new media age, the Indeed, it has brought about an impact on traditional broadcasting, and 

the art of language has been transformed, leading to uneven and disparate talents in broadcasting. In the face of 

such a status quo, we should enhance the characteristics of the language art of broadcasting and hosting with 

diverse expressions, diversified creations and personalised styles. Nowadays, in the face of a series of problems 

in broadcasting and hosting, it is all the more important for us to discipline ourselves with high standards and 

norms. The aim is to create high-quality content and the requirement to have a personalised aesthetic sense, with 

a view to raising the profile of the industry. Strategies to enhance broadcast hosting training are key factors in the 

development of hosting in the new media age. Hosts need to improve on their own professionalism, ethics, and 

industry trends, apply the new technology of new media to the training of broadcasting host, and take the essence 

of its traditional training mode, but also to strengthen the development of technology in the era of new media, so 

as to cultivate more excellent broadcasting host talent.  

References   

Tsang, C.H., & Lu, B. (2020). Research on the construction of evaluation system of Chinese audio book 

broadcasting. Jiangxi Institute of Clothing Series (2), 8.  

Li Dan. (2022). Inheritance and innovation strategy of broadcasting and hosting art in the new media era. Journal 

of Chinese Radio and Television (05),78-80+93.  

Tsang, L. P. (2020). Focusing on the development of TV news broadcasting creative samples in the new media 

era - A review of The Art of Television News Broadcasting Creativity. China Radio and Television Journal 

(1), 1.  

Chen, Yue. (2018). Language art and cultivation strategy of broadcast hosting in the new media era. Media Forum 

(20), 58-59.  

mailto:topacademicjournals@gmail.com

