Research On The Phenomenon Of Female Network Anchor From The Perspective Of Game Theory

With the rise and popularization of live broadcast technology,the network live broadcast is developing in a blowout way.Accordingly,the network female anchor also came into being.With appearance,character and other advantages,network female anchors receive much attention in live.But at the same time,in the process of live broadcast,game communication,low quality of content,lack of value,lack of originality and other phenomena also emerge continuously,which has a huge negative impact on the growth of young people and the security of the whole network culture.Therefore,it is of great significance to explore the phenomenon of network female anchor in communication studies.There are increasing various types of network female anchors,such as live show female anchor,game female anchor,pan-entertainment female anchor,e-commerce female anchor and female anchor that focuses on one specific area.Online female anchors are born in a "surplus era",people are afraid but desperate to socialize while paying attention to spiritual happiness.The contradictions of various real situations lay a solid foundation for the rise of online female anchors in the development of live broadcasting technology,the convergence of Internet and social media.As a typical body consumption,the appearance of the female anchor has become a necessary condition for live broadcast,and the game-style presentation of the female body on the live broadcast has become the main characteristic of the online female anchor.The game communication of network female anchor is mainly characterized in the live content of reward first,ritual game interaction,immersive game experience,etc.The live game of network female anchor is a kind of social activity that pleases others.Through the emotional performance mixed with warmth,sincerity and seeking sympathy,the network female anchor performs stylized performances with the orientation of escaping from reality and emphasizing material things.It's also manifested in functional and commercialized body consumption and other communication strategies to attract the eyeballs of the audiences.As a result,audiences are "virtually self involved" when they watch the live broadcast,temporarily escape from reality and enjoy game meaning.They will unconsciously enter the game rules set by anchors in advance and fall into a deliberate “consuming carnival”.Online female anchor's prominent features of games and entertainment are gradually deconstructing the original meaning space of online live broadcast,and also reflects the social phenomena such as female self-consciousness awakening and female anchor social identity crisis.In this situation,only by grasping the purpose of the game,defining the live broadcast positioning,improving the quality of the game,enriching the live broadcast content,insisting on the game creativity,forming prominent features of the anchor,developing the game culture and realizing the value of the anchor,can we regain the positive cultural value of the game and promote the sustainable and sound development of the game culture and the network female anchor.