Research On Audience Psychology And Its Social Generation Mechanism In Live Webcast

As an emerging social lifestyle,live webcast has received wide attention from all walks of life in recent years.With the development and expansion of all kinds of live webcast platform,there are also some no content and meaningless types of webcast,such as eating,sleeping,chat,etc.It's worth thinking about that why people are willing to spend time and money on such "pan-entertainment" webcast.Using interviews and observation research methods,this article describes the development status,main types and characteristics of live webcast through the case interviews and the messages left on the internet,and on this basis analyze the audiences psychological performance of live webcast.The study found that live webcast has become a new lifestyle,with the characteristics of low participation threshold,wide audiences,strong participation fluidity,content diversification and vulgarization,and strong instant interaction in this universal webcast era.Different content of the pan-entertainment class webcast audience performance is slightly different,but in general,there are three kinds of performance of the audience psychology of live webcast :satisfy the needs,pursuit stimulation and the collective carnival.Due to the complexity of human being itself,represented by each individual psychological performance is not one single psychological traits,but a variety of psychological complex presentation.All kinds of audience psychological performances are inseparable from the era background of social development: The way people think changes with the economic changes in the first change,multicultural and pluralistic values appear in people's thinking;The rise of the consumerism culture,to an extent,has contributed to the commercialization of private affairs and the blurring of the boundaries between private and public life;Pressure of life brought about by social changes makes entertainment and carnival as complement and lubrication of people's life,while blind negation and denial makes some people alienated by entertainment and carnival;The fast-paced lifestyle caused by the pursuit of efficiency has its negative effects as well as positive effects.