Accompanying And Learning Together:a Study On The Use Motivation In Learning Live Broadcasting

With the gradual vertical segmentation of live broadcasting,a new form of slow live broadcasting called "learning live broadcasting" has gradually attracted attention.In live broadcasts of a few hours or longer,the anchors only do questions,read books or recite,and rarely interact with the audience.However,attracting a large number of users to become fixed audiences,some audiences become learning anchors after use.The rise of live learning shows that "Live+" has great vitality and potential,and it also makes people think about why users use it.This research adopts Uses and Gratification Theory,collecting materials through participatory observation method,questionnaire survey method and in-depth interview method.On the basis of describing the basic situation of learning live broadcast,this article explores why users(including anchors and viewers)use learning live broadcast.For anchors with many fans,the main use of participatory observation method is to study the motivation of use.Aiming at other anchors and general audiences,this article uses a combination of questionnaire surveys and supplementary in-depth interviews to conduct research.The specific questions that this article will explore are: first,what are the motivations for users to use learning live streaming;second,how learning live streaming meets the needs of users.The Bilibili video website has a special area for live learning.As of April 2019,the website has generated 1.4 billion live learning sessions and more than 8 million related bulletins.There are a large number of research samples to choose from.This study integrated live broadcast frequency,number of viewers,active rankings and other factors,selected 10 learning live broadcast rooms,and conducted 8-month participatory observation from June2020 to February of the following year.Through participating in the observation,the basic characteristics of learning live broadcast and the motivation of the anchor are clarified.Then,on the basis of participatory observation,specific questions for the audience were formed,and the audience's motivation for using the questionnaire was surveyed.Finally,an interview outline was drawn up based on the results of the questionnaire,and users were recruited to participate in supplementary in-depth interviews.Through vivid and specific explanations by users,a deeper and more detailed understanding can be obtained,so as to more reasonably summarize the users' motivations for using the live learning.Research has found that users' motivation for use can be summarized into two orientations: "emotional motivation" and "instrumental motivation".On the one hand,users have a need for emotional companionship,and learning live broadcasting provides mimicry companionship.A large number of users with the same goal are gathered in the live broadcast room.The "collective presence" helps to eliminate the loneliness of individual learning,and online communication reduces the pressure of competition in the real learning environment.The live broadcast viewers form a temporary "learning community",which provides users with easy-to-obtain and practical companionship.In addition,supplementary applications such as the Tomato Study Room and QQ Learning Supervision Group have expanded the influence of the "learning community",allowing it to penetrate into users' lives in an all-round and multi-angle manner,and provide emotional comfort in daily companionship.On the other hand,users have practical needs to complete learning goals.Learning live streaming relies on network technology to help users achieve their learning goals by creating an online learning environment,quantifying user learning results,managing learning time,and providing digital learning resources.In the process of use,users can quantify and monitor themselves,thereby restricting and re-adjusting their behavior.In the process of obtaining supervision,the anchor obtains the supervision of other users by actively setting up surveillance cameras;the audience adjusts their self-cognition by observing the anchor's behavior and the learning atmosphere in the live broadcast room,forming a "self-supervision" based on self-discipline.By exploring the motivation of users to learn live broadcast,this article hopes to enrich the existing live broadcast related research to a certain extent.