Studies On Ethical Anomie And Its Strategy Of Network Live Video In China

In 2016,network video live has become a prominent phenomenon.During one year,the number of video live platforms in the market have reached more than 200,with more than 200 million users.As a new force of the Internet,network video live is not only changing the ecological pattern of the media industry,but also because its entertainment function,Internet marketing function,social communication and personal display function is reshaping the public's impression about ‘live'.The emergence of video live breaks the live monopoly of television media and gives the general public rights of video live broadcast,that all the general publics can live their life by mobile phones.But the convenient accessibility of live media has caused ethical anomie problems like erotic broadcast,violence broadcast,internet consumerisms happened.Those live content greatly reduced the cultural taste of audiences and brought negative affects to audience's moral values and the development of social main culture.This paper can be divided into four parts to elaborate.The first part summarizes the characteristics and functions of network video live.It has a detailed analysis of three features: strong real interaction,diversification of live content and the subject and unique profit model.And on the basis of these features,it lays detailed descriptions to entertainment functions,network marketing functions,social functions and personal display functions,to reflect how network video live changes the concept of traditional live in people's mind.The second part defines the concept of ethical anomie in network video live.And take the concept as criterion to find the ethical anomie phenomena like erotic live,unfair industry competition,violence video broadcast,private sector publication,internet consumerism and so on.The third part explains the reasons of the above ethical anomie from the perspectives of communication,psychology and sociology.And analyzes the reasons from different views of audiences,anchors,live operators and media self-development.The fourth part puts forward some practical measures of how to effectively control the ethical anomie problems in video live platforms,at the characteristics of the different participants in the industry.Such as: live platforms implement "staff plus machine" collaborative check,"online star economy" normal development under the state management department regulation,audiences' promotion to media literacy and live platform industry self-discipline and so on.