Research On User Reward Mechanism In China's Network Live Field

In recent years,live webcast from all walks of life,especially young people,known as "network" of the first year of live,in 2016 the public based on all kinds of psychological motivation into the live webcast market,becoming the center of the lens of the host or screen fan,constitute the practitioners of webcast field,each other through user exceptional constitute a special kind of social relations.Internet users have been dubbed the innovative business model that is unique to China's Internet,but the current public understanding of it is mostly digital and lacks depth perception.In this paper,using semi-structured interviews and research method of the virtual ethnic volunteers,bourdieu's field theory as the Angle of view,to network anchor studio as the research object,examine the webcast market in China main profit model,users of the exceptional.Firstly,based on the connotation of field theory,the construction of network live field is explained in terms of motivation,role shaping and the emergence of user reward mechanism.Second,by fan individual consumption type into the field excitation field community,capital struggle to admire the carnival to reset field location process finally to discusses the live webcast field user process of reward mechanism.The author through the study found that in the air actually build the webcast field with the center of the host community,individual fans by present exceptional consumption type into groups,and the field of capital under the struggle the user showed exceptional behavior autonomy and spoil habits,liquidity,impulsivity,etc.Combined process and the behavior characteristics of the users of the reward mechanism,then analyses the webcast enjoy the social effect,positive effects of recipients of the reward is the ability to encourage users to create high quality original content,and provide counter attack opportunities for grassroots culture;The negative effect is the vulgar tendency of the host content production and the negative social emotions generated by the play.Finally,through the analysis of the current situation of the application of the user's reward,the paper summarizes several models for the reference of the network broadcast field users.Live on network field,the economic capital is the action to the main body for the dominant resources in the field,for the amateur domain logic rules play a crucial role,make this domain show apparent consumption type into the characteristics of the users of the reward mechanism explanation has important significance.This paper provides a new perspective for the public to understand the market of China's online live broadcasting,and also provides some guiding value for other products to successfully introduce users' reward mechanism.