One of the definitions of the word quality in Ci Hai is: the basic conditions necessary to complete an activity. From this perspective, cultural quality refers to the basic cultural knowledge conditions. The cultural knowledge here mainly refers to acceptable knowledge of humanities and social sciences, including philosophy, history, literature, journalism, communication and so on.
Announcers and hosts are professionals, but they should be intellectuals first. They need to have rich and extensive humanities, society and knowledge of nature, which is necessary for understanding the manuscript and the key for announcers and hosts to communicate with the audience. In the process of "broadcasting" or "speaking" by announcers and hosts, these cultural qualities will be reflected through language expression. From a deeper level, cultural quality plays an irreplaceable role in improving the psychological quality of the host. Good psychological quality is very important for an excellent announcer and host. The process of broadcasting and hosting should be carried out under stable psychological control, and it needs a heavy cultural background as the backing. At the same time, the host can form a unique personal temperament charm through cultural influence, and the host with good temperament is more easily accepted by the audience, which in turn affects the audience's evaluation of his comprehensive temperament or overall quality. To some extent, for broadcasters and hosts, cultural quality is at the level of inside information. Without cultural quality as the foundation, even the best broadcasters and presenters are just running castles in the air. Generally speaking, if an announcer and host want to improve their work, they must strengthen their cultural quality, and then improve their basic quality.
Cultural quality is the basis of professional study of hosts. If a person has no culture, or the basic quality of culture is not high, he will lose the possibility of accepting higher-level knowledge. As we all know, in today's life-long learning is increasingly becoming a realistic demand, re-education and re-learning become extremely necessary for the host. It is no exaggeration to say that the production and completion of every program is a process of updating the knowledge of the host. This requires the announcer and the host to master the necessary knowledge and have richer knowledge and connotation before the program or even in a short time. Without a certain cultural foundation, it is impossible to complete the re-learning of the host, and any knowledge learning can not be separated from the cultural foundation as a support. If the host wants to update his knowledge, he must improve his overall cultural quality. As Yang Weiguang, the director of CCTV's front desk, said, the articles made by program hosts every day cover a wide range, which requires extensive knowledge and a variety of radio and television work abilities, and the acquisition of these needs the foreshadowing of cultural quality.
Second, the status quo of the cultural quality of announcers and presenters
As a recognized leader in the industry, broadcasting and hosting College of Communication University of Beijing pointed out in the teaching reform project "Research on the Teaching Content and Curriculum System Reform of Broadcasting and Hosting Art Major Facing the 2 1 century" completed in 1998 that according to the requirements of broadcasting and TV hosting talents in 2 1 century, The training goal of broadcasting and hosting specialty of radio and television should be set as: "to train high-level professionals in compound linguistics and applied linguistics who have the knowledge and ability of broadcasting and television, journalism and communication, language and literature, art and aesthetics, and can engage in broadcasting and hosting in radio and television and other media institutions and units." The essence of teaching reform is to take the cultivation of cultural quality relying on liberal arts knowledge as an important aspect to improve the comprehensive quality of broadcasting host talents. With the development of radio and television, the training of broadcasting and hosting professionals, represented by Communication University of China, has been constantly adjusted and improved, and it has developed into a unique specialty in domestic universities, unique in the world and distinctive in China, and trained a large number of outstanding broadcasting and hosting talents. However, on the whole, the cultural quality of broadcast hosts in China is not optimistic at present.
As far as the current situation is concerned, graduates majoring in broadcasting and hosting generally cannot meet the psychological expectations of the audience. Except for a few well-known anchors, the performance of domestic broadcast hosts is worrying. Even some excellent broadcasters and presenters often damage their image because of the deviation in the broadcast process. For example, a famous announcer misread "Juan" as "all" in a broadcast process, and this error was corrected in the later broadcast process. Because of the contrast between before and after playing, this error was caught by many viewers, and the misunderstood video also spread rapidly on websites such as Tudou and Youku, which had a very bad influence on the host. This situation is even more common in local broadcasters and hosts. Although some announcers and presenters can read words correctly, they always give people a feeling that words are not satisfactory in expressing their feelings and grasping their emotions, which is also due to their low cultural quality.
Three years after the completion of the teaching reform project in broadcasting and hosting College of Communication University, Fu Cheng pointed out in the article "Educational Requirements for Broadcasting and Hosting Arts in 2 1 Century" that the quality of current radio and television talents, especially those from broadcasting and hosting, can not meet the needs of China's radio and television development, and college graduates have relatively weak foundation, narrow knowledge and insufficient stamina. In 2007, Cheng Yueyang and Zhao still pointed out in "Reflections on the Future Trend of Broadcasting Hosting Major" that broadcasting hosts who graduated from broadcasting hosting major have obvious advantages: good sound and appearance conditions and high language ability, but at the same time, there are also problems such as low cultural quality and over-emphasis on skills, which are difficult to impress the audience, affect the communication effect and cannot fully meet the media's demand for high-level communication talents. It can be seen that broadcast hosts generally have the defects of low cultural quality and insufficient communication ability, and more and more problems of weak literary foundation and cultural foundation appear in their daily work, resulting in extremely compressed development space, which has become the consensus of the academic community. The cultural quality of announcers and hosts needs to be improved and strengthened.
Third, suggestions on improving the cultural quality of broadcasting host talents.
Under the background of contemporary mass media marked by globalization and digitalization, the audience's requirements for broadcasters are getting higher and higher. Whether or not to cultivate higher-level broadcasters has become the key to promote the healthy and orderly development of radio and television and improve their competitiveness. Excellent announcers and presenters are no longer limited to sound and appearance, but also should have rich connotation and distinctive personality, and cultural quality plays an increasingly important role. Based on this, Zhang Song pointed out: "To improve the cultural quality and increase the knowledge structure, it is necessary for broadcasters to study, study, study again, study hard and keep learning." [2] Page 43
Announcers and hosts should strengthen their own cultural quality in breadth and depth. The marginal characteristics of broadcasting and hosting need extensive study, including politics, journalism, communication, language, literature, history and geography, psychology, aesthetics, sociology, natural science and so on. It is necessary to establish a long-term study plan and keep learning. Learn new knowledge, understand new information, and pay attention to new ideas, new concepts, new methods and new means appearing in various media. At the same time, it also includes learning from manuscripts at work, understanding and mastering information through various manuscripts, and learning and accumulating knowledge. On the basis of extensive knowledge, we should also emphasize the depth of learning and conduct in-depth research on news, language, art and communication that directly affect broadcasting creation. At the same time, broadcast hosts should build their own unique knowledge structure and have corresponding professional knowledge and ability.
Announcers and presenters undertake the natural mission of cultural communication, and cultural literacy is the foundation of presenters and the cornerstone of success. However, "Rome wasn't built in a day", and the cultural literacy of announcers and hosts can't be acquired in a short time. It is a long-term and unremitting process to improve the cultural quality of announcers and hosts. Only in this way can we accumulate wealth and really be comfortable in our own programs.