Study On The Phenomenon Of The Network Video Broadcast Under The Perspective Of Communication

The network video broadcast,as the product of the internet technology development,presents an explosive development under good macro environment on account of the dividend policy,economy,technology,mobile network's "raise speed and reduce fees" policy and so on.We have entered the era of live broadcast,and the network video broadcast has become the most important social means of people's life.Therefore,this research takes the network video broadcast as the topic to discuss the phenomenon with digital analysis and case analysis as the main research methods.From the perspective of communication effect theory,the network video broadcast can be divided into four main types,including win-win,altruistic,self-interested,and damaged type.In the perspective of communication theory,the causes of the phenomenon can be analyzed from the dimension of sender,receiver and media.In the course of the research,it is found that there exists the content homogenization and mediocrity of video broadcast,the lack of self-discipline and supervision of the industry and the instability of the profit model.Therefore,it is suggested that the government supervision institutions should make clear the system of supervising the responsibility of the units,increase the punishment of illegal fouls and speed up the construction of relevant legal system.The network video broadcast platform should combine with other live platforms to establish industry alliance and strengthen industry self-discipline and perfect relevant internal management regulations at the same time.A progressive,healthy and orderly environment should be created for the network video broadcast.