Филологические науки/ 7.Язык, речь, речевая коммуникация

Bulatova M.B.

Kostanay State University named after A. Baitursynov, Kazakhstan

The image of anchorman is one of the components of the successful over-the-air speech.

Impact of television on the audience obviously grows despite the development of Internet journalism. The role of a TV journalist is particularly important in rapidly changing television world in search of the new forms of attracting the audience. In the race for the big TV ratings large TV companies are looking for "their" leaders. Interrelation of professional knowledge and skills, appearance, charisma and the program itself, in which the journalist works - all this creates an image.

According to the dictionary, image is an artificial image generated in the public or the individual consciousness. He created by PR, propaganda, advertising, in order to create in the public mind a certain relation to the object [1].

If we talk about the meanings of the word "image", so here we can add one more thing - impression. Everything that a TV host leaves after the program is the mood, memory, and attitude. You can also call it image. It consists of a variety of factors: appearance, speech, gestures and facial expressions, the ability to keep yourself in front of the camera and the way of presenting information. "We trust the information if we trust its source," - says analyst of fashion, Dr. Konstantin Bogomolov [2].

Source-TV host, first, works within a specific image of the program, and secondly, sells "his" personal image. For example, children's TV hosts of "Good night, kids", most are women (prototypes of mother, grandmother), in the shot behave according to the program - they are smiling and kind. The intonation, which they say, is though instructive but cozy and warm. And obviously, that this role absolutely does not fit, for example, a pumped athlete or a politician with a loud voice.

From the above it follows that the identity of the TV presenter is the starting point in creating the image. It is repelled from her directors and producers of TV channels, broadcasters assigning to a particular program. It is important that the host lives up to the expectations of the audience transmission. Then it becomes the main way of directorial technique and the basic idea of the program is demonstrated through it.

Many experts distinguish the following reference qualities that form the image of the TV presenter: a healthy appearance, a beautiful face, well-groomed hair, a slim figure, a pleasant voice, expressive gestures and lively mind. But If we look at modern television from the perspective of the observer, we see that instead of the same type of the usual spectacular long-haired beauties, nowadays there are actors, doctors, athletes and reporters. For example, Irada Zeynallova is a reporters covering the events from the hot spots. Now she is a TV host of current affairs program "Voskresnoe Vremya" on Channel 1 Russia [3]. Her face is not "popular", it is not media. But her voice and manner of presentation of information is recognizable. She tells but she does not pronounce the memorized text thoughtlessly. Irada Zeynallova is a TV host far from being a person with the Hollywood looks, but her unique style of presenting leads and her behavior in the frame when she gestures actively, her facial expressions and almost hysterical hoarse voice. All these things if not thrilled the audience but they make the people stay in front of the TV screen. Dissonance in running the news, in our opinion, is such a highly unusual move proved timely and successful. The program is still popular and only expands audience. From the example above, we can make a conclusion that the usual image of TV host changes. As a rule, a modern TV presenter is not handsome, but cute. He is smart and easy to communicate. He causes trust in the spectator, and this is, perhaps, the most important point in forming the image.

K. Stanislavsky wrote about "radiation", going from a good actor in the room. Apparently, it is the ability to "radiate" features a good presenter from the simple reader, even with the extraordinarily beautiful appearance [4].

Other examples of "new" Russian TV hosts are Mikhail Yefremov and Larissa Guzeyeva. Famous actors successfully cope with new images on TV. Larissa Guzeyeva leads talk show "Let's get married." Her image as a "sharp-tongued" formed due to the authors and talent of Guzeeva. Life experience and artistic data help her navigate throughout the program. Of course, there is a transmission schedule but the humor, clearly articulated tips, questions and answers reflect the response to individual personality and originality of Guzeeva. And when the viewer sees and feels what is called a soul mate, and then he does not change the channel because he wants to look at what happens in the studio and one that "hosts" in the studio. In other words, Guzeyeva is a common person with whom the audience feels comfortable.

Kazakh television has adopted such a producing move of attracting famous people on the role of TV hosts. For example, Ajgul Babaeva, a singer and a composer, runs a program "Let's get married" in Kazakhstan. A famous Kazakhstan’s actress, Assel Sagatova runs the music program on one of the channels.

In Kazakhstan TV is not growing as rapidly as in Russia or in the West. If news programs, we can say on the "level", then the author’s or talk shows cause a lot of issues. There are not so much quality, interesting and memorable projects. Famous Kazakh journalist, Artur Platonov leads talk show "Servants of the people" in which he acts both a producer and a presenter. The project was created for the discussion of human activities that have an impact on our daily lives.

The image of Platonov, the one who is not afraid to ask "servants of the people" issues of concern to society, formed on the basis of the program "Portrait of the Week." These projects differ from the others, first, by the format where "closed" themes are discussed, and secondly, by the image of the TV host. The viewer can not miss the sight of the strange and sometimes irritating manner of behavior of Platonov, but certainly he is memorable. Nobody would argue that there is no second Platonov on the Kazakh television. Imperturbably melancholic voice, excessively slow speech, looks frowningly and stiffness in the frame makes him different from other presenters. We see that the desired associative image is created which Artur Platonov follows from program to program. The image created by him allows the copyright talk shows remain popular. Perhaps Artur Platonov is one of the most striking examples of Kazakh TV hosts; it is one of the examples of how personal image of TV hosts distinguishes and helps to perform successfully in front of an audience. Even many years later, the audience will remember him.

The same type of TV presenters, copying the style and techniques of behavior from each other, do not have their personal image and they cannot leave a good impression neither of themselves nor about the program.

At the heart of creating an image of the TV presenter there should be, above all, his personality and individuality, and the screen pattern of behavior which is not resemble on anybody else. Only when the presenter is holistic and his behavior is particularly distinctive, he is unique and harmonious in his role, that’s why the performance is successful.

The TV hostess Valentina Leonteva said: "You can’t play the role of the presenter, you have to be him." And it is impossible not to agree with it. You have to have your personal image and to follow it in order not to get lost in the crowd and to be different from the others.

List of references

1. [Electronic resource]. Available at: URL: http://ru.wikipedia.org/wiki/Имидж (free-access mode)

2. [Electronic resource]. Available at: URL: http://www.diva.by/image/ffl/bogomolov/ (free-access mode)

3. [Electronic resource]. Available at: URL: http://www.1tv.ru/person/6225 (free-access mode)

4. [Electronic resource]. Available at: URL: http://start-school.ru/2013-09-29-uchebnik-po-televizionnojj-zhurnalisti-51/ (free-access mode)