A Study Of The Influence Of Television Network Interaction On Audience's Attitudes And Behaviors

With the emergence of network screen interaction like live video and barrage site,the role of the audience and the attitude of choice in the spread become the direct traffic sources in the development of industry.Based on screen interaction,the article collects the attitude and behavior data of audience participation and the use of selective creatively to analyze their psychology and bias.Firstly,summarizing its inclusion relationship,media interaction and the main characteristics of the performance by sorting data about the development of the screen interactive communication.In the perspective of the emergence of network and television,the article extends the phenomenon of network screen interaction by analyzing from the angle of network video interaction.And then explore the impact of the television network interaction about how to change the attitude and behavior of audience through the case study about the involvement of the audience in the interaction of live video and in the barrage interaction audience understanding about the role of attitude change in television series "princess Huanzhu".The article is divided into from two aspects of audience's attitude and behavior respectively to explain the interactive mode of communication effect.In interaction effects for the analysis,the article is divided into two aspects of audience's attitude and behavior respectively to explain the mode of television interactive communication effect.In the aspect of attitude,the paper focus on the analysis of the audience's cognitive and emotional path.Interactive virtual situation built by the television network opened the secondary channels to create content which the audience involved in.Under the circumstance of diverse role in the spread case,participants become initiative.On the audiences' behavior,the thesis takes the "use and gratification" theory as reference to analyze three aspects about media selection?Media Dependency and media use.Media attributes and the demand of the audience is a process of interaction,thus network screen dissemination behavior active filter the participants,which are in depth involved in media interaction that have strong dependence on and have the possibility of roles change.Beyond that almost are onlookers.Whether to rely on it depends on the individual needs and the alternative of media.Once it meets the real-time requirements of the target audience they are inclined to sharing in other cross-media.Finally,in the perspective of the development of audience and network media,the article summarizes its advantages and disadvantages and sort out their impact on the audience's attitude and behavior tendency with putting forward of avoiding defects and feasible suggestions.