Live Webcast From The Perspective Of Consumerism

Webcast is a popular mass media in recent years,and it is a new form of live broadcast,including online video broadcast,network text broadcast,network picture broadcast and other types.There are two concepts for the definition of network video live:in a broad sense,network video live is the integration of traditional TV media live and new media technology of the Internet,including web live TV programs,webcast web site homemade programs and so on.Network video broadcast refers to the network anchor through the live broadcast platform to make the live singing performances,playing games,and sharing personal entertainment and other content.The main live types are live show,live games,pan-entertainment live,live electricity and so on.The main object of this paper is to study the narrow concept of the network broadcast,that is,the emerging high interactive real-time video broadcast.2016 is known as the "first year of the live webcast".According to the relevant report data,it shows that in 2015 the number of online broadcast platform in China close to 200,and the number of online broadcast platform users reached 200 million.The live webcast industry has become the new opportunity for the network industry.The rise of the network broadcast to a certain extent,reflects people's cultural needs and the changes of consumer demand under current rapid development of China's economy.Consumer society and consumer culture have a profound impact on the development of the webcast.In this paper,the author puts the webcast under the view of consumerism,and combines with the current status of the consumerism culture to make the detail analysis of the consumerism tendency to the webcast from the macro level and micro level.And in this paper,the author reflects on the negative effects of the consumerism tendency of the webcast and seeks for the rational development path of the network broadcast.The paper holds that the business logic and the consumerism of the webcast,which is facing the market economics,can promote the consumption of people to obtain the maximum profit,and shows the obvious characteristics of consumerism in the process of its development.The webcast meets the consumerism values from its contents and forms.And it creates a symbolic consumption of the mimicry environment,builds a reward mode of the symbolic consumption,encourages the consumption of the body's narcissistic investment,and meets the audience's viewing pleasure through the consumption of women.The network promotes the values of hedonism and money worship,and guides the consumption behavior of conspicuous consumption and irrational consumption,which becomes the builder,the promoter and the conspiracy of consumerism.Webcast and consumerism conspiracy on the development of the live industry to a certain extent plays a role in helping to attract more outstanding anchor to join,to create better live contents,and to meet the audience psychology to release the pressure and entertain themselves.However,the webcast stimulates people's consumption desire constantly through the continuous production of he symbols.It meets people's consumption pleasure.Meanwhile,it tries to infiltrate the negative consumerism into the public's daily life and incites people unreasonable consumption needs.The webcast also have many problems.Such as:the homogenization of the content,too much meaningless information,the anomie behavior of the anchor who is driven by the attention economy,excessive pursuit of sensual pleasure,and a variety of erotic consumption.The webcast has its irresponsibility when delivery the value.And it will make a negative effect on adolescent physical and mental health.These issues also cause a lot of adverse effects on the live platform itself,the audience,the community and so on.