The Development of Broadcasting and Hosting from the Perspective of Media Intelligence-The Case of AI Anchors for Beijing 2022 Winter Olympics

Abstract

With the continuous progress of media technology, the media communication environment has undergone profound changes, and media intelligence has become a new trend of media convergence. As an innovative product of the combination of artificial intelligence technology and media communication, AI anchors have been applied to information communication in the Olympic Winter Games Beijing 2022, which has attracted widespread attention from the public. According to the current development of AI anchors, this paper uses embodied cognition theory to investigate the development trend of the broadcasting and hosting industry under the influence of intelligent media. On this basis, the paper takes AI anchors of the Winter Olympics as the research object, analyzes their application reasons and communication characteristics, and then explores the irreplaceability of human broadcasters and hosts by comparing them with AI anchors. The study of this paper will provide a feasible path for the development direction of human-machine symbiosis and a new case for the study of AI anchors.