Research On Emotional Communication In Public Welfare Help Agriculture Live Broadcast

In recent years,with the development of online video and the rise of e-commerce live streaming,online shopping has become a new form of consumption.The public welfare live broadcast of agricultural assistance is a countermeasure to solve special problems in the context of the new crown epidemic.It mainly combines the sales of agricultural products with e-commerce live broadcasts to expand the sales channels of unsalable agricultural products and help areas severely affected by the new crown epidemic.Resumption of work and production.Compared with purely commercial e-commerce live broadcasts,emotional communication has become a prominent feature of public welfare live broadcasts.In-depth study of the laws of emotional communication in public welfare live broadcasts can promote long-term development of public welfare live broadcasts.With the help of the phenomenon-level case of "Xiao Zhu Pei Qi",the public welfare live broadcast of agricultural assistance,this study summarizes the law of emotional communication in the public welfare agricultural live broadcast from the micro and macro levels.At the micro level,under the guidance of the relevant theories of emotional sociology,the law of emotional transmission in the public welfare agricultural live broadcast is summarized from three aspects:aesthetic emotional elements,moral emotional elements and rational emotional elements.The research results show that the aesthetic emotional elements such as audio and visual in the live broadcast room of "Xiao Zhu Pei Qi" can create an immersive emotional experience for the audience,and the anchor and the audience can stimulate enthusiasm for public welfare based on moral emotional elements such as responsibility and brotherhood.At the same time,rational and emotional elements such as the innovation of the anchor mode and the innovation of the delivery style can bring subversive cognitive emotions to the audience.At the macro level,based on the theory of symbolic interaction and interactive rituals,the emotional interaction mechanism in the public welfare agricultural live broadcast is divided into three stages: emotional awakening,emotional identification and emotional maintenance.Through multi-platform emotional mobilization,group identity shaping to achieve group unity and multi-scene activation.And strengthening positive emotional symbols to maintain emotional energy and other methods can promote public welfare enthusiasm and help consumption again.As a new format and new model of public welfare and agricultural live broadcast,if you want to have a long-term foothold and sustainable development in the field of e-commerce live broadcast,you must always adhere to the bottom line principle on the basis of maintaining innovation,always put social benefits first,and maintain the platform itself.This requires that the use of emotional communication strategies should be rationalized in the use of emotional communication strategies,and the uncontrolled consumption of audience emotions will have the opposite effect.Based on this,it is necessary to work together from platforms,anchors and audiences to create a healthy emotional communication ecosystem.