Research On The Phenomenon Of Webcast From The Perspective Of Consumer Culture

The prosperity of consumer culture is an important feature of the development of modern society.It has brought new consumption phenomenon to the society.With the advantages of it's convenience,rich content and strong interaction,webcast has a rapid development.Consumption is also involved in webcast.The interweaving and amalgamation of live network broadcasting and consumer culture are mainly manifested in three aspects:characteristics,media content and media value.Webcast breaks the traditional scene construction mode,mix the social interaction scene distance,information and behavior.It can make the present situation of entertainment consumption,physical consumption and emotional consumption.Entertainment consumption content runs through all types of webcast platforms,bringing consumers different entertainment experience.The body of the network anchor becomes the commodity under the consumer's gaze,extending the real consumption.Consumers can satisfy their identity and emotional needs in rewarding,then realize emotional consumption.Under the consumer culture,the network live broadcasting has positive and negative effects on society.It has brought a new round of boom in fans' economy,created new high-quality content in the cultural field,and changed the survival status of youth subcultural groups.But italso leads to excessive entertainment consumption,single and irrational symbolic consumption,which has a negative impact on the media environment,economic order and personal value.Webcast needs rational development in self-discipline.In this regard,by creating a healthy consumption environment to control the quality of entertainment consumption,various consumption connotations should be developed to avoid the consumption of a single symbol.Through the efforts of countries,industries and individuals,we can jointly avoid the negative effects of webcast,dig into the value of webcast and play a positive role in webcast.