Research On Media Governance Of Network Broadcasting From The Perspective Of Audience's Psychological Demand Analysis

In 2016, with the continuous development of Internet technology, network live this emerging things by virtue of the convenience of live, rich content, real-time interaction in the Internet users are sought after, coupled with the continuous infusion of capital, network live commercial applications Into the public's attention,a large number of mobile video broadcast platform has developed by leaps and bounds. Network broadcast as a pan-entertainment field following VR, second yuan, network red and other industries after another emerging format.Different from abroad,China's webcast from the show field developed,the communicator for their own business interests continue to meet the needs of the audience more and more psychological needs, frequently lead to a variety of network broadcast chaos event.The article tries to analyze the aspects of how to rise from the perspective of the psychological needs of the audience to participate in the webcast of the audience, and how to make up the frenzy of the broadcast of the whole people and the causes of the various types of live chaos behind prosperity. We hope that we can find more effective and feasible media governance measures from the government, platform and Internet users in order to help industry practitioners and investors to deal with the problems arising from the live industry.There are five parts in this paper. The first part is the introduction, introduces the background of this topic, the sense and meaning of the research, and the research methods and steps. The second part elaborates the history and current situation of the webcasting platform. The third part mainly investigates the behavior of webcast users, analyzes and classifies the real events from the perspective of audience's psychological needs, and points out the dangers of chaos to society. The fourth part is from the government , The industry itself, the three aspects of Internet users on how to maintain the network broadcast media platform, in order to better create a network of cultural and ecological environment put forward the pertinent analysis and recommendations; the fifth part of the conclusion, the network broadcast industry healthy development strategy to do Some thinking, hope in the relevant regulatory authorities, network anchor, live platform, the joint efforts of citizens to clean up the network broadcast environment, open the wind and gas is the network broadcast era.