Research On Symbol Consumption Of Douyu Live Broadcasting Platform

With the prosperity of the Internet economy,a wealth of online audio-visual products have emerged and become one of the most popular commodity.Especially after the online live broadcast development in 2016,live broadcast experienced sweeping the market and governance innovation,today is moving in to a stage of steady development,and is becoming a flexible participation in the entertainment life of the masses.The live broadcast not only has a large number of viewers and a high consumer interaction rate,but also users willing to pay a lot of money.The live broadcast consumption as a new consumption model has continued to grow,and the vigorous live broadcast consumption has formed a new social and cultural landscape.In the theory of consumer society,Jean Baudrillard proposed that with the accumulation and abundance of goods,the public shifted from consumption of goods to consumption of the symbolic meaning contained in goods.In the network live broadcast industry,there has also been a hearty phenomenon.What viewers really consume is not only the virtual content of live broadcast,but also the intricate symbols that are full of live broadcast rooms.Therefore,based on the theory of consumer society,this article analyzes the consumer activities of Douyu live broadcast platform audiences through online ethnography and interview methods,and tries to answer what the audience is consuming,and what are the characteristics and influence of such hot consumption at present.In this way,the "mysterious rise" of the live broadcast consumer myth and industry development dilemma can be solved.This article first clarifies the adaptability of consumer society theory and webcasting,and incorporates webcasting into the theoretical perspective.Following the thinking of the consumer society theory,the generation mechanism and scene construction of the "commodity" in the Douyu Live Broadcasting room were described.Relying on the core ideas in the theory,it is proposed that the audience in the live broadcast room essentially performs the consumption experience at the symbolic value level.Based on the interviews with the consumer audience,combined with own online live broadcast experience,this artical symbolize the audience ’ s specific consumption scenes.The meanings of the symbols in the live broadcast consumption are divided into: entertainment symbols,status symbols,group symbols,body symbols,emotional symbols and special symbols.The characteristics of symbol consumption of online broadcast audiences are analyzed.This article believes that the audience ’ s consumption behavior has a certain emotional orientation and is irrational.In the long-term participation,habituality and inequality have gradually formed,and self-consumption characteristics are obvious.Among them,it is accompanied by the change of audience identity and the hodgepodge of symbols.At the same time,live broadcast consumption,as a major component of public consumption,has an important driving force for the development of the live broadcast industry and the improvement of the country’s overall economy.Consumption is a double-edged sword,so we must face up to the multiple effects of online live broadcast consumption,make good use of the positive effects of consumption,discriminate the manipulation of symbols on live broadcast platforms and the consumerism myths they propagate,and fully understand the operation logic of the virtual world of online broadcasts.In order to break through the current predicament of online live broadcast consumption,the mainstream should strengthen the guidance of online live broadcast consumption,face new industry conditions,innovate industry control mechanisms.The platform formulates and adheres to health rules,assumes social responsibility,and does not blindly accumulate consumption bubbles in live broadcast rooms.The audience as the consumer should balance their rationality and emotions,beware of falling into the net of consumption composed of bright and beautiful symbols,and jointly promote the live broadcast to a healthy and sustainable development path,optimize the spiritual and cultural consumption experience of the public in webcasts,realize the deep integration of network broadcast with various industries,and become the important supplement of Chinese characteristic socialism economic system.