Research On Live Webcast's Uses And Gratifications

The article conducts live webcast and its domestic audience as the main object of study,with uses and gratifications theory as the basic research framework,supplemented by other communication theory.On given priority to with quantitative analysis,it adopts other research methods such as the questionnaire survey method,content analysis,literature research methods.The article depicts basic information of live webcast's audience,and how they satisfy when using live webcast media.Also it tries to probe into its network and internal relations with live content production and cultural transmission.This paper first introduces the main subject,and investigates the development and popularization of webcast from a macro perspective.Then,in order to uses and gratifications the theoretical framework for research,through the way of questionnaire had live webcast audience's social demographic characteristics and usage report.Through audience perspective analysis,it discusses the audience in the use of different forms of communication in the process of live webcast from the cognitive needs,communication needs and emotional needs.Finally,the article shows deeply introspective for the present situation of webcast,and gives some useful Suggestions according to the research results.The study found that the essence of the webcast is a visual onlookers behavior.audiences construct information transfer between each other with the emotional expression and highly interactive interpersonal communication field.In the process of communication,the audience mainly obtain cognitive,social,and emotional needs.The process has the characteristics of one-off,convenience and superficial,and based on the sensory stimulation and pleasure to enjoy.As a result,webcasts have become the media of low levels for young people.This low level of demand indirectly lead to satisfy the webcast "vulgar and chaos" of cultural production,and thus produce a lack of "cultural products" of the code,not only challenges the traditional social cultural values,also challenged the existing social order standard.