摘要：

随着科学技术的飞速发展，21世纪以来，自媒体等多种媒介形态出现和兴起，与传统广播和电视节目相较，自媒体节目具有私人化，平民化，普遍化，自主化等多种特征。在此影响下，传统媒体的收听率和视率大不如前，部分电视主持人选择进入自媒体行业创新和转型，但如何融入，怎样转型？本文基于自媒体环境特点的分析基础上，以前央视主持人樊登为主要研究对象，试图从樊登的个人主持特色以及樊登读书app的内容运营还有樊登读书品牌的传播策略入手，通过文献综合研究法，个案分析研究法，信息研究法，经验总结法来探讨樊登及其团队的成功之处，并以此为基础探究传统主持人进入自媒体行业该如转型应对与改变，为我国传统主持人的转型和发展提供一定的参考价值。

关键词：传统主持人，传播特色，社会功能，自媒体，个人IP

On the transformation and development of traditional hosts in the era of we media

Abstract:

With the rapid development of science and technology,since the 21st century, we media and other media forms appear and rise. Compared with traditional radio and television programs,we media programs have many characteristics, such as privatization, popularization, and autonomy. Under this influence, the listening rate and viewing rate of traditional media are much lower than before,and some TV hosts choose to enter the innovation and transformation of we media industry, but how to integrate and transform? Based on the analysis of the characteristics of we media environment,this paper takes former CCTV host fan Deng as the main research object, and tries to discuss the success of fan Deng and his team from fanDeng's personal hosting characteristics,the content operation of fan Deng's reading app and the communication strategy of fan Deng's reading brand through the methods of literature synthesis, case analysis, information research and experience summary Based on this, this paper explores the transformation response and change of traditional hosts entering the we media industry, and provides some reference value for the transformation and development of traditional hosts in China.

Keywords: traditional host,communication characteristics, social function, we media, personal IP