当下,大众媒介的进化已走过“介质主导”、“产品主导”和“营销主导”三个历史阶段而逐渐步入了“形象主导”的新时期。当媒介营销已经无法独自为媒介发展提供足够而持续的动力时,“媒介形象”成为了新的增长和激发因素。媒介形象有两个维度,一个是媒介组织建构的形象;另一个是受众认知的媒介形象,而主持人形象是受众认知广播电视媒介形象最直观最重要的一环。一、主持人:从“品牌”到“形 At present, the evolution of the mass media has gone through the three historical stages of ”media dominance“, ”product dominance“ and ”marketing dominance“ and gradually entered a new era of ”image dominance.“ When media marketing has not been able to provide a sufficient and sustained impetus to media development alone, ”media image“ has become a new growth and motivation factor. The media image has two dimensions, one is the image constructed by the media organization; the other is the media image recognized by the audience, and the image of the host is the most intuitive and most important part of the media image of the audience to recognize the radio and television. First, the host: from ”brand “ to ”shape