| In recent years,online live broadcasting developed rapidly.The outbreak the Covid-19 epidemic in early 2020 and reduction of offline social activities have advanced the increase in people's demand for online work and social networking.In the meanwhile,the upgrading development of network technology have prompted online live broadcasting to become an important form of Internet communication.The epidemic has brought different degrees of impact to the development of all walks of life,among which the real estate industry has also been challenged but has developed a new communication model of"live broadcast house".Online live broadcast is also a hot topic discussed in recent years,and different form other live broadcast aimed to promote commodity transactions directly such as online live shopping,real estate transactions have characteristics of large amount,low degree of commodity transactions,etc.So the live broadcast house for the early construction of brand space,communication and expansion of influence indirectly promote the later offline transactions is of great significance.In this study,100 live broadcast house videos were selected for content analysis on BEKE Live Broadcasting Platform,which was purposefully combined with random sampling.In addition,10 brand house live video with high relevance and high live broadcast popularity were selected for case analysis.Starting from The 5W framework of Laswell,the communicators,communication contents,communication forms and communication effects in the process of online live broadcast house communication are analyzed.In the analysis of communicators,the impact of these factors on the communication space is discussed from the perspective of the number of hosts,gender,clothing and live broadcast conditions.When analyzing the communication content,according to the length of the host's explanation of the theme,the content is divided into four categories:periphery conditions,residential area,apartment type and transaction,so as to explore the key dimensions in the communication process of real estate space.When analyzing the form of communication,the live broadcast is divided into three categories:one is to go to the brand space for real-time video shooting;the other is to introduce the space through second-hand materials such as pictures and text;and the third is the host chat-style interaction and semi-structural interpretation.Through the analysis of these three forms,the different effects of live lectures are discussed.When analyzing the effectiveness of the communication,the focus of the audience's attention was explored by crawling 734 comments from 10 live broadcasts.The study believes that in the process of online live broadcasting,the comprehensive quality of the communicator(host):professional business ability,expression and communication ability and personal image quality directly affects the live broadcast house experience and feedback;when the brand physical space is constructed and disseminated through the form of network live broadcasting,the surrounding of the brand space includes transportation,commercial facilities,future planning,etc.Account for a large proportion of live broadcast content,followed by the community including the community environment,property support,etc.,and then the specific household details and transaction details From the perspective of communication form,the live video broadcast of the physical space will show the details and authenticity of the specific situation of the community environment or apartment type.The analysis and sharing of the second-hand information of the physical space,such as picture text,etc.,will rationally and objectively display the commercial and social value of the brand space from the data;from the host's personal chat-style subjective interpretation,it will pull in the psychological distance with the user and create a friendly live broadcast atmosphere.From the perspective of the interaction between the two sides of the live broadcast,the user pays attention to the surrounding situation of the physical space and the personal anchor,and some detailed questions raised by the user when watching the live broadcast also indirectly guide the construction and dissemination of the host for the space,which shows that the two parties are constructing the image of the brand space through the form of live broadcasting.Disseminating brand space in the form of live broadcasting can display the data information of brand space in multiple forms and dimensions to improve the authenticity of data.But at the same time,due to the purpose of the transaction,the live broadcast house is selective for the dissemination of the brand space,and the user's personal information will also be collected in the process of live broadcasting,and the leakage of personal privacy needs more attention. |
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