The Research On The Official Video Communication Of E-Sports Team Under The Play Theory Of Mass Communication

E-sports have long been a major entertainment choice for the general public,especially teenagers.The number of Chinese e-sports users has reached 430 million by 2020,while Wall Street’s Macquarie research group has claimed E-sports as the seventh-largest industry in the world.In 430 million e-sports users,76% of the users watch e-sports video programs.As an important subject of e-sports industry,e-sports teams continue to make e-sports video,the role of they play in the audience in the communication activities,activities in the choice of media,and the entertainment content are all worth analysis.Half a century ago,Stephenson first introduced the concept of "play" into the field of communication.His the play theory of mass communication rarely focuses on the main demands,personalized choices,and diversified subjective immersive experiences of the audience in communication activities,but it was not accepted by the mainstream academic circle at that time.Nowadays,in the post-internet era when individuals are activated,communication rights and information resources are spread to the audience,and the communication activities present a play landscape constructed by the audience freely and jointly by the transmission and reception parties.The play theory of mass communication becomes more vivid and vivid.Stephenson proposed three sets of important concepts,"communication as work" and "communication as play","communication-pain" and "communication-pleasure","social control" and "convergent selectivity",which can better explain the play of communication activities in the post-internet era.Based on these three concepts,it is found that the communication activity of the official video of the e-sports team completely conforms to the definition of the communication game: the communication activity of the official video of the e-sports team is the communication of the game,the content of the communication belongs to the dissemination of happiness,and the audience’s watching behavior is mainly the result of homogenous selection.In the new era,the audience connotation in the official video communication activities of e-sports teams has been expanded.The audience is no longer just the passive receiver but actively participates in the communication activities as the viewer more often in order to obtain relaxation and pleasure.The dissemination of the play theory of mass communication aims to explain the mechanism of the nature of entertainment.On the other hand,on the basis of self-restraint and audience restraint rules,the e-sports team strives to meet the audience’sdemand for entertainment and makes more interesting videos for communication.This is the response of the e-sports team to the awakening of the audience’s subject consciousness.As the main body of the communication activities,the audience and the e-sports team form an equal "the play relationship".In the media selection of the official video communication of the e-sports team,the two also influence each other.Weibo has the characteristics of "square space" in the carnival theory.The audience of e-sports video can express themselves freely on Weibo.Bullet screen video website can visualize the interactive scenes mentioned in the theory of interactive ceremony chain,and provide the audience of e-sports video with a sense of presence,sharing,and ceremony.In We Chat,a communication medium that connects audiences with strong relationships,audiences will participate in communication activities out of social needs and personalized services.From the perspective of the audience,the communication game theory can ensure that the audience can freely choose the media and pursue the subjectivity of entertainment.Different media can meet the audience’s different entertainment viewing needs.For the purpose of entertainment,the audience will take the initiative to use the media and actively interact and share with e-sports teams and other audiences.The audiences of the official video communication activities of e-sports teams will choose different media,and the content they choose to watch is not the same,which is mainly divided into four categories: event review,promotional video,recording the vlog behind the scenes and e-sports youth programs.Different communication contents meet different viewing needs of the audience.Excellent e-sports video content will shorten the psychological distance with the audience,and the audience will enjoy the happiness brought by the communication activities in the process of watching,which will deepen the love for the e-sports team.The video content produced by e-sports team emphasizes the dissemination of happiness,provides the audience with self-perception,finds the communication content of self-existence value,and also enables the audience to obtain a sense of pleasure and satisfaction.The play of communication is not the same as the game.The play of communication is communication activity with game attributes,and the game video is only one of the research objects in this paper.Electronic sports rely on electronic games,and the tendency of entertainment is obvious.The official video dissemination activities of e-sports teams have the attributes of spreading games.It is more consistent to study the communication activities of game-related content by spreading game theory.From the perspective of the play theory of mass communication,this paper analyzes the official video communication activities of e-sports teams,explains the intrinsic mechanism of the audience’s pursuit of happiness,and affirms the audience’s high autonomy.