A Study On The Behavior Of Anchors In Mobile Audio Live Broadcasting

Mobile audio is the fusion of traditional broadcasting and the Internet.Unlike traditional broadcasting,which focuses on content and form,mobile audio pays more attention to interaction and scene,thus forming social context in virtual network.In recent years,the growth rate of video live broadcasting users has gradually gone down,but it has also opened the mind of users to pay and laid a foundation for mobile audio live broadcasting.According to Mc Luhan's four laws of media,it can be analyzed that the rising momentum of mobile audio does not mean a regression from video to audio,but after audio is equipped with mobile Internet,it extends or expands its existing media characteristics and makes the once ignored and outdated things develop again.Compared with video live broadcast,audio live broadcast has less visual sensory stimulation,but it is also more accompanied,accompanied and immersive,and can establish emotional communication relationship with users.Meanwhile,anchors' behaviors in mobile audio live broadcast rooms are more purposeful.Anchors convert users into their fans through reciprocity,deepening affection and utilization,so as to expand their influence in cyberspace and gain social benefits.Based on media context theory,identity theory and social demand theory,this study analyzes anchors' behavior characteristics,strategies and motivations in mobile audio live broadcasting from multiple perspectives by using participatory observation and in-depth interview and demonstrating results.This paper includes research background and status quo,literature review,definition of core concepts,research issues and significance,and research methods.The first chapter discusses the behavioral characteristics of anchors in mobile audio live broadcasting.Its open guide and semi-closed management make the autonomy of the host is stronger,the real identity of hidden at the same time to really make the identity of the host image is much more mysterious color,the lack of visual symbols,and sounds for the incarnate the user of the host image is full of imagination,finally at the front desk and make the behavior of the host is in the nature of the central background fusion.The second chapter on the host behavior according to the function of induction and consolidation,through participatory observation and in-depth interviews to anchor the behavior of the anchor can be divided into the following four:by sharing a topic entertainment users,through the guidance of incentive attention and stimulate the exceptional and loneliness of users with digestion and produce rely on it,at last,by the user to connect mammal charged with maintaining the order and content.The third chapter further discusses the emotional,commercial,self and social motives behind anchor's behavior.Finally,in the fourth chapter,the author explores the problems caused by anchors' behavior in mobile audio live broadcast,such as excessive emotional catharsis,misleading users and anomie control,and puts forward corresponding suggestions for improvement.With the development of audio live broadcasting,the author believes that these problems will be exposed more and more.Therefore,platforms and anchors should pay attention to these problems in the early stage of development so as to create a more harmonious and healthy live broadcasting environment.