Research On The Phenomenon Of Live Webcast From The Perspective Of Para Social Interaction

As of March 2018,the number of online live broadcast users reached 468 million,accounting for60.7% of the total netizens.There are more than 500 live webcast platforms,and the industry scale is over 40 billion yuan.The online live broadcast industry is still in a strong momentum and has received widespread attention from all walks of life.This study uses the theory of social interaction and the theory of migratory drama as the guiding framework.Using in-depth interviews to interview female anchors and male audiences of DY live broadcast platform,this paper deeply analyzes the interactive behavior of the two live broadcasts,the establishment process of “intimate relationship”and commercialization mechanisms in the live broadcast industry.The study found that the anchor divides the audience into different types based on emotional logic and commercial logic,and the anchor has different intimacy and importance to them.The commercial logic is above the emotional logic,and only meets two logics at the same time.The audience is most likely to establish a "intimate relationship" with the anchor.Based on the consideration of interests,the anchor influences the audience's perception of each other's relationship through commercialized physical performance,strategic gender image establishment and front and back-end boundary management,and conducts“para social interaction”.As a member of the drama team,the brokerage company assists the anchor to internalize the commercialization rules of the live broadcast industry.The anchor uses different emotional expression strategies for different categories of audiences through the interaction process,so that the audience can imagine that the social relationship established between them is “real.",and thus willingly reward them.Once the commercialization logic of the anchor is perceived by the audience,the relationship will be at risk of breaking.In the profit model,this false intimacy is essentially a commoditized relationship,and the anchor commercializes the emotion in the process.