Research On Audience Psychology Of Live Internet Broadcasts Platform

The interactive media platform based on digital media technology has broken down the communication mode centered on communicators,and opened a non-linear,audience-centered two-way interactive mode,emphasizing the autonomous choice and feedback on the audience.In this paper,the representative of the network interactive broadcast platform-DouYu TV as a discussion center.Starting from the framework of the Use and Gratifications Theory.The network interactive broadcast platform audience psychological motivation,psychological needs as a breakthrough point.And the use of data analysis and questionnaire research methods to study.Through a questionnaire survey of audiences of different ages,sexes,income and the occupation,exploratory analyze the status of the audience using the interactive webcast platform,as well as the use of the audience psychology and demand to meet.And the network interactive broadcast platforms of this emerging media for a preliminary discussion.In addition to the introduction,the paper consists of three parts.In the first part,through the analysis of the development process and development status of the domestic interactive webcast platform,it is found that the interactive platform of the network has the characteristics of flexibility,fastness,bidirectional and feedback instantly.Through the analysis of the correlation between the profit model and the user behavior of the live platform,it is found that the user’s behavior is largely guided by the profitability of the website,and the guiding operation of the website will increase user stickiness.The second part is the empirical research,the questionnaire data statistics and analysis found that the overall impression of the audience perception broadcast network interactive platform based on partial depolarization.The use of network interactive broadcast platform for male audiences than female audiences,and for a longer time flexibility of the "three low" crowd,that is,low income,low education,younger age.In addition,the use of the overall audience focus on showing off the psychological,close to the psychological and herd mentality level,in order to meet their self-realization needs,physiological needs in the network interactive broadcast platform with the host and group interaction.The study found that the impact of the network interactive broadcast platform on the audience not only reflected in the "agenda setting" generated behavior,but also from the subjective point of view,the audience in the era of large data more dependent on the network,in the virtual world audience needs to express their ownpsychological needs.