| In China,the internet live show industry is booming rapidly in recent two years.With a boring culture appearance,behind its popularization and banter,it contains great business potential.Nowadays,as public attention became scarce resource,the reasons why the internet live show is so fascinating to users do worth studying.This article sets out from Media Context,Interaction Ritual Chains and other relevant theories,to discuss and analysis how this industry growing so well in such short time.It will also conclude the successful strategy and existing problems.I noticed that there are some traits in the interaction between audience and performers.Implicit in the dialogue,which seem meaningless,are two-way attention,sharing and companionship.And it's precisely because the attachment-style relationship which contains presence of company and real-time interaction,marketing campaign through internet live show would often comes into good results both in communicating and profitability.This article focuses on internet live show marketing,research on its superiority and existing problems from the perspective of communication,and try to discuss its possible trends in further evolution.Live interaction is from internet sub-culture to daily rituals of the mass.It's changing the expression of new media marketing,furthermore,dissolving some boundaries between education,electronic commerce and other industries.Internet live show is the marketing platform that netizen choose to participate and spend money themselves.Consumers come to link the field as fans,that's a totally different side from passively receiving traditional advertisement.Note that the essence of internet live show is to occupy more time and attention from more consumers,which means live content is part of incomplete reflection of mass media literacy.Therefore,maybe we shouldn't simply deny the chaotic phenomenon existing in the present day,but to see the complex relationship between audience psychology,commercial culture and the features of internet live show. |
