Research On The Homogeneity Of Webcasting Platform

In 2016,as a new type of Internet culture,webcasts have seen explosive growth.Just two years,more than 300 live broadcast platforms have emerged in the industry.In the fierce market competition,the trend of homogenization of webcasts becomes more apparent.The types of webcasts are modeled and fixed,the live broadcast content is similar,and the profit model is limited.At present,the active cycle of Internet products is getting shorter and shorter.In the same environment as webcasting,the fast-growing bonuses for live webcasting have gradually disappeared.To survive,it is urgent to seek new development ideas.This article is based on the literature research of domestic and international webcasts,first using the PEST analysis method,analyzing the macro environment of the webcast industry,combing the origins of the webcast platform and development stage.Secondly,from the perspective of communication theory,based on the 5W communication process model,the various elements of the webcast are interpreted,such as the communicator,communication channel,receiver and feedback.Once again,the analysis sums up the homogeneity of the live webcast,which is manifested in the model of live broadcast,highly similar live content,limited profit model,and single user positioning.The homogenization of the webcast platform will result in the with the development of vulgarization,the audience is prone to aesthetic fatigue,which intensifies the competition of the live broadcast platform.Finally,for the homogenization of the webcasting platform,relevant improvement paths are proposed: In terms of communicators,raise industry barriers and establish anchor training teams and systems;in terms of communication channels,the webcast platform must expand the live broadcasting field,enrich the types of live broadcasts,and apply new technologies to new scenarios;in terms of disseminating content,it actively explored the PGC content production model to develop professionally;audience,subdivide target user groups and tap potential markets;in terms of communication effects,we will create live broadcast brands,enhance brand value and communication effects,and provide suggestions for improving the homogeneity of the webcast.