Abstract
Abstract In the age of informationization, webcasting has gradually become an essential form of media. On the live broadcasting platform, hosts transmit information through discourse practice and continuously reshape their identities, a phenomenon of great significance in both academic and practical fields. Qualitative and quantitative methods analyze the host’s discourse characteristics and identity construction process. It is found that the moderator’s discourse patterns are mainly affectionate, humorous, simple and commonplace, and the role of discourse practice in the construction of identity is revealed through Foucault’s discourse theory and the SMCR communication model. The empirical analysis shows that the hosts’ discourse themes in beauty and fashion account for up to 20% of the total, and enhance the communication effect through multimodal discourse (visual and auditory). The study also found that hosts reshape their identities through live discourse, such as transforming traditional TV anchors into online KOLs, to portray a pro-people and professional image. Hosts realize effective identity reshaping on live broadcast platforms through discourse practice, profoundly impacting emerging marketing models such as live bandwagon.
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