"Emotional Labor" Of "Digital Labor"-a Study On The Behavioral Logic Of Online Live Users

In the new media context,the number of active people on the webcast platform has been greatly increased,and the social cultural connotation and the "user-centered" social marketing approach have promoted the mainstreaming and professionalization of the online platform community,and a series of media contact behaviors of users have realized the emotional connection and labor production between anchors and viewers.With the help of theories related to the political economy of communication and the society of emotions,this thesis analyzes the social operation and user behavior of the live streaming platform from the perspective of emotional labor,focusing on the emotional connection and value creation in virtual socialization,emotional labor generation and its role in the virtual interaction of users.On this basis,this paper intends to analyze the digital interaction in live webcasting objectively from the perspective of media ecology and social reality,using research tools such as online ethnography and in-depth interviews,while focusing on the role of the subject and positive emotions,and always beware of the influence of the "controlled" platform.The study focuses on both rational and irrational aspects of users’ use.In the operation and social interaction of the platform,"human" is the basis of its life,and through the rational design of "human",the emotional demands of "human" are stimulated,so that they become "Free labor".Ultimately,from the regulation of the platform operation and the background of the audit,to the user’s own recusal and anti-censorship,are involved in the emotional investment in the platform,which must be considered in the future development of the platform.Starting from the development of live platform and users’ emotional interaction,we re-examine the profound impact of emotional labor in live interaction on users,and make use of and make full use of the value function of positive emotion to return to the human subject position,so as to bring reasonable relevance to users’ media behavior as well as the platform’s social management work.