Research on the Construction of the Role of New Media Anchors from the Perspective of Encoding and Decoding Theory: Taking 'Anchor Speaking Live' as an Example

With the development of network technology and the deepening of the degree of integration between different media, the transformation of mainstream media has mushroomed, and the image of traditional anchor roles that have been inherited for many years has also changed. Based on the innovative application of Hall 's coding and decoding theory in the era of media convergence, this paper analyzes the construction motivation and characteristics of the anchor role in the Anchor Speaking Live, in order to enrich the theoretical significance and practical path of coding and decoding, provide new thinking for the role mutual construction under the influence of the audience in the new media communication, and provide new ideas for the transformation of news programs and the in-depth development of the industry in the era of media convergence.