Research On Network Video Broadcasting From The Perspective Of Media Environmental Science

The network video live broadcast is a kind of video entertainment project which relies on the mobile Internet environment.It uses the emerging mobile internet technology,so that everybody can participate in with the high interactivity.From 2005 to 2008,the network video Live is in the embryonic stage,which mainly shows the live broadcast mainly;From 2009 to 2014,the network video live to enter the development period,the electricity competes the game class broadcast to appear;From 2015 until now,the network video broadcast enters the outbreak stage,the universal life class live broadcast from the show field class,its message is evolving toward text,pictures and video,and social platforms and apps are streaming into the web.The real-time interactive and pan-entertainment characteristics of network video live,so that the propagation between the two sides of the identity changes,the communicator is the creator of information,which is also the disseminator of information.The recipient is the information recipients,but also the Communicator and creator of information.This paper is divided into six chapters to narrate the “background significance”,“media ecology”,“transmission characteristics and the renovation of the previous media”,“transmission influence” and “transmission balance solutions” of the online video live broadcasting.It analyzes the video live broadcasting from the perspective of media ecology.It analyzes the “integration of transmission scene”,“combination of multiple scenes” and “bullet screen of communicative modes” of video live broadcasting from the perspective of “media situation theory”.It analyzes and sums up the environmental features of the video live broadcasting from the perspective ofperception environment,symbolic environment and social environment.It illustrates the differences between the video live broadcasting and television live broadcasting and other online media and its renovation of the previous media from four aspects of“improvement”,“reverse”,“re-appearance” and “being outdated” from the perspective of “four laws of media”.This paper analyzes the opportunities and challenges of mobile live broadcast to the network video broadcasting industry,as well as the great influence on the social politics,economy,culture and personal,by the example of the live-broadcast YY platform,the game-like live-fighting fish TV,and the ubiquitous live-broadcast-like app.The positive effects of network video live on: Rich political propaganda means,fan economy brings huge profits,music,games,tourism and other cultural industries rapid development,the way individuals receive information diversified,which can enrich people's entertainment life.The negative effects of network video live on: The dissolution of political authority,the vicious competition of platform,the bubble economy,the vulgar content of live culture and the impact on the values of minors.Aiming at the negative influence of network video broadcasting,this paper puts forward four balance of constructing benign propagation environment: realizing the balance of spontaneous participation and specialization operation,realizing the balance of freedom of expression and content regulation,realizing the balance of media content and media technology,realizing the balance of rational critique and perceptual acceptance.