浅析“直播带货”节目语境中主持人语言特征——以央视助农节目为例摘要：2020年受疫情影响直播电商经济为农副产品的脱困作出了巨大的贡献，央视主持人朱广权、撒贝宁等都参与了央视助农直播带货，“跨界直播带货”成为势不可挡的大趋势。在直播过程中，主持人是如何利用自己的专业优势来把控整场直播的，在直播过程中主持人的语言话术又与主播网红有什么区别，主持人在推荐直播商品时又体现出了怎样的主持特点。对于主持人来说，设计出跟符合直播语言风格的内容，为助农兴农贡献属于自己的力量。并且在直播经济大浪潮中，主持人如何在自己的专业能力优势上，去创新的用直播这种新生态去为社会做贡献，真正将助农落在实处，传播主流正能量。关键词：直播带货；主持人；语言特征AnAnalysisoftheCharacteristicsoftheHostintheLiveStreaming,TakingCCTVHelpingFarmersasanExampleAbstract:AffectedbytheCOVID-19in2020,thelivee-commerceeconomyhasmadeagreatcontributiontothereliefofagriculturalandsidelineproducts.CCTVhostssuchasZhuGuangquanandSaBeininghaveallparticipatedinCCTV'seffortstohelpfarmersbringtheirproductstothemarket.Cross-borderlivebroadcastinghasbecomeanirresistibletrend.Intheprocessoflivebroadcast,howdoesthehostsusetheirprofessionaladvantagestocontrolthewholelivebroadcast?Whatisthedifferencebetweenthehost'sverbalskillsandthatofthehostonlinecelebrity?Whatkindofhostcharacteristicsdoesthehostshowwhenrecommendinglivebroadcastproducts?Forthehost,theyneedtodesignthecontentthatisinlinewiththestyleofthelivebroadcastlanguage,andcontributetheirownstrengthtohelpthefarmers.Inaddition,inthelivestreameconomygreatwave,howcanthehost,onthebasisofhisprofessionalabilityandcreatively,usethenewecologyoflivebroadcastingtomakecontributionstothesociety,soastotrulyhelpfarmersandspreadthemainstreampositiveenergy.Keywords:Livestreaming;Host;Languagecharacteristics目录1.绪论.............................................................................................................................12.电视助农节目主持人.................................................................................................12.1研究背景..........................................................................................................12.2研究意义..........................................................................................................13.“直播带货”节目目前发展现状...............................................................................23.1直播带货的现实环境......................................................................................23.2激活脱贫攻艰内生动力..................................................................................23.3主持人语言模式过于僵化..............................................................................33.4主持人缺乏“带货”实践经验......................................................................34.主持人在“直播带货”节目中的优势及不足.........................................................44.1建立融媒体时代多栖型主持人形象..............................................................44.2传播主流正能量，树立公益变现新旗帜......................................................44.3语言不够规范化，造成语义意表达歧义......................................................54.4语言缺乏亲和力，情感感染力不足..............................................................55.直播带货节目语境中主持人语言特征.....................................................................65.1语言风格口语化，激发实时互...
