Research On Interactive Behavior Of Webcast Based On Scene Theory

With the continuous development of Internet technology,especially the popularity of mobile Internet,media has gradually integrated into people's daily life.The emergence of many new media forms has changed people's daily life scenes and shaped different ways of information interaction and communication.The integration of media into people's daily life has broken through the traditional levels of content,form and socialization,and gradually developed into the adaptation,production and shaping of people's information receiving scenes.The emergence of electronic media,mobile devices,big data,sensors,social media and positioning system have jointly constructed virtual scenes in the Internet era.Webcast is the virtual scenes formed on these bases.These virtual scenes cross and merge with people's real scenes,and mixed scenes appear and gradually change people's daily behaviors.The frequency of people's behaviors in the central area gradually increases,and the scene era has arrived.Exploring the construction of scenes in webcast will help us understand the effectiveness of scene construction and communication in the process of webcast.From the perspective of information transmission and interaction mode change,supported by the media scene theory proposed by Meyrowitz et al.,this paper studies the influence of scene construction on interactive effect in the process of mobile network webcast by following its logic of "new media builds new scene,and new scene promotes new scene behavior".The research methods of ethnography and in-depth interview are used in this thesis.This study selected 15 interview subjects,respectively Douyin and Kuaishou audiences with interactive behaviors in different types of webcast,and conducted interviews centering on their interactive behaviors in webcast.Studies have found that interactive scenes in webcast can meet people's needs for self-presentation,self-expression and social interaction.This also shows that in the scene construction of webcast,the atmosphere in the webcast room and the guidance of the anchor in the webcast room make the audience become "actors" of performance.Different types of webcast rooms also need different scenes to cater to the audience's preferences,thus bringing more interaction.