Research On Live Webcast Popularity Phenomenon In China

With the increasingly mature and development of Internet technology,the live webcast that is a highly interactive form of new media develop rapidly.With a wealth of communication content,a wide range of communication subjects and real-time interactive features,live webcast received a lot of audience and capital attention.Hundreds of live webcast broadcast platform emerged.All the people are involved in the live webcast,so 2016 was known as "China's first live webcast.year".The emergence and popularity of the live webcast has aroused widespread concern in academia and the industry.It is not only a manifestation of the innovation of media programs in the context of Internet development,but also the demand of the audience is one of the reasons for promoting the direct live webcast.Because the live webcast is a new thing,so it is not a lot of academic research.Most of the research perspective has its limitations.They lack of a study of the overall idea.This paper attempts to start from the development of China's live webcast history and make a systematic classification.Through the analysis of its rapid popularity of external and internal causes,we can find out the unique attention to attract the audience.We can make reasonable recommendations to promote the continuous and healthy development of the live webcast by analyzing the current live webcast of existing problems and do a research from a whole idea.This paper is divided into five chapters.The first chapter mainly introduces the research background,research object,research purpose,research methods and innovations,the literature review of live webcast and innovation.This paper have an advantage on the novelty of the subject,the comprehensiveness of the research object and the scientific nature of the research method.In the second chapter,the definition of live webcast is interpreted,and a more comprehensive and scientific classification is carried out on the basis of predecessors' research.The third chapter reviews the history of the birth and development of China's live webcast,and analyzes the reasons for the rapid popularity of webcast from the macroscopic social environment,its environment and media environment.In the fourth chapter,based on the questionnaire of the author,this paper analyzes the attitudes of the audience to the live webcast,the contact situation,the viewing frequency,the motive,the habit of watching and the behavior pattern in the viewing process.This is a support on the data to the paper.And this paper take a complete analysis to the audience psychological acceptance.In the fifth chapter,according to the results of the questionnaire survey and the related contents,the author finds out and analyzes the current problems of the live webcast in China,which mainly includes the phenomenon of vulgar information flooding,serious program homogeneity and data fraud.On the basis of the depth of the problem of the development,the author put forward development strategy of live webcast,including the strengthening of supervision,differentiation of development,playing on online and offline,highlight the network of "tool properties",with VR technology to enhance user experience and other strategies.Live webcast achieve rapid and healthy development to meet the needs of the audience.At present,there are still many problems in the network broadcast.The development model is not mature enough.The communication strategy is not clear enough.Live webcast may not be able to meet the different needs of the audience,but I believe that the live webcast,this emerging media form will develop more perfect in the future.The author will hope that this paper will contribute to the rapid and healthy development of China's live webcast by analyzing the content of the live webcast itself and the audience.At the same time,the author can contribute to a force for academia and the industry.