Research On Participatory Communication Of DouYu TV Network Broadcast Platform

As a new network broadcast media platform,Douyu TV has developed rapidly in recent years,which is closely related to the formulation of participatory communication strategy and the implementation of participatory communication concept.This paper adopts Literature Analysis and Observation Method and other research methods,and combines with Participatory Culture,Use and Satisfaction,Medium is Message,Fan Culture and other theories to elaborate Douyu TV.This paper takes Douyu TV,which has the typical characteristics of network broadcast platform,as the research object,analyzes its strategies in participatory communication,finds out the shortcomings of Douyu TV in participatory communication and puts forward corresponding countermeasures.To be specific,Douyu TV mainly has the following items in the formulation of participatory communication strategy.First,the Dan Mu system and the gift system are used to create a high-frequency interactive platform of "everyone participating and influencing each other",and the enthusiasm of users to communicate with the platform and anchors remains high.Secondly,the low threshold of platform access brings extremely high openness,which is conducive to the prevalence of grassroots culture and also promotes the enthusiasm of users for creation.Thirdly,with rich technical means,Douyu TV continuously expands the channels of interaction with users,integrates online and offline marketing,cultivates a strong fan culture,and enhances the viscosity between users and the platform and anchors.The shortcomings of Douyu TV in participatory communication are found in the following three points.First,the gift system is likely to lead to the growth of money worship in platforms and anchors,and the interaction between users and anchors may be reduced to a monetary relationship,shaking the foundation of participatory communication.Second,the low quality and homogeneity of live broadcast content are likely to cause loss of users,which will reduce the interaction frequency of the platform and discourage users from participating.Third,a single means of interaction is not conducive to the formation of real communication,and participatory communication may be marginalized.The author believes that Douyu TV can solve the problem from the following four points.1.remediation and appreciation of chaotic phenomena,focusing on cultivating positive energy of the platform;2.Establish strict gatekeeper system to prevent content quality from declining;3.Enhance innovation ability,increase interactive channels and expand user participation;4.Establish BBS communication zone to supplement the communication in the direct broadcasting room of the platform.At the end of the paper,the author through the study of Douyu TV participatory communication,and then thinking about the prospect of the concept of participatory communication applied to other new and old media may be.The author believes that participatory communication can effectively help the transformation of traditional media and the development of new media.If traditional media and new media want to develop in the ever-changing market environment,they need to fully recognize and adapt to the current communication environment,combine their own advantages,from the perspective of users,user-centered,stimulate the enthusiasm of users to participate,and meet the diverse needs of different users.