Research On The Dissemination Of Live Broadcast APP In The Perspective Of Culture

In 2016, in a variety of mobile phone applications, mobile live APP suddenly became popular in the year. On the network even appeared "a word not to live”catchword, the hot that compares live broadcast. Under the background of popular webcast spawned a number of passers-by anchor", they are not celebrities, but because of the live and popularity rise, and rise in popularity through or from a high or low fixed income profit model.In this paper, I choose the guest live APP as a case study, because it reflects the status of "leading actor" in the live APP, and has its own typical and representative.First of all, this paper introduces the background and content of APP, and emphasizes the current development and content production of APP. Secondly, it analyzes the media characteristics of APP, which is more prominent than other network social APP in terms of its real-time, magnanimity, universality and publicity. It is the use of media production and growth, media publicity sizzling on live audience agenda, and use the "star wonders" to live with a blessing, a real life media title, breaking the existing mass media to create a "pseudo environment". These characteristics have created a positive interaction between the clients and the relationship between you and me. This relationship is similar to the one to many exchanges in daily life.There are specific reasons for using gaze theory and recreational consumption culture to analyze the spread of live broadcast. With two cultural perspectives as the theoretical background, we can make a deep analysis of the specific female consumption view of APP in the two cultural perspectives. The similarities between the two cultural theories lie in the consumption of women. In the theory of Ying Ke gaze communication research, reflecting off the live APP on female anchor is the user"gaze" of beauty, the specific interpretation of male desire to bring vision, male audience "pleasure", the birth of a certain way of pleasure spread. And this kind of dissemination also creates the guest to broadcast the APP "beautiful woman economy"". Secondly, under the theory of recreational consumption culture, the post-modern consumption culture has enabled people to embrace consumption patterns such as cultural consumption, identity consumption and conspicuous consumption. The development of APP is closely related to the consumer society. Or it can be said that APP is a consumer society under the "works."". Female anchors create entertainment consumption by entertaining or entertaining audiences with personal effects". The spectator who gave birth to the psychology of consumer demand, creating a symbolic consumption context, through consumption to avoid the"identity crisis", "the image of the consumer" become a consumer consumption.These changes in consumer context have provided an opportunity for the development of tourists.From the cultural perspective, there are some problems, such as the serious phenomenon of women's materialization, the vulgar content of the live broadcast, the lack of media responsibility and so on. Ying Ke live APP exists and what are the constraints of those difficulties, reflecting off live APP development strategy, how to make long-term and healthy development of Ying guest live APP, hope that through deep understanding from the perspective of culture reflected off live APP spread to our country now can live APP help the development.