Study On The Watching Motivation And Anomie Behavior Of College Students In Network Broadcast

Network broadcast breaks the time-space boundary of traditional interaction.Through real-time online communication,it realizes the connection between the foreground and the background,as well as the unreal and the real,and provides a virtual field for the public to vent their emotions,express themselves and share their lives.With the increasing demand of the public for the entertainment market,a large amount of capital poured into the live broadcasting industry aiming at business opportunities,and the number of live broadcasting platforms mushroomed like mushrooms until 2016,which ushered in the outbreak period.But behind the boom,there are many dangers.The excessive pan-entertainment of network broadcast also brings problems such as audience aesthetic deviation,alienated values,abnormal behavior and disordered discourse,slowly eroding people’s moral ethics and value concepts.After the carnival,network broadcast,a new thing,is worth the public’s warning and reflection.However,college students,as the "main force" of network broadcast,should be paid more attention by the whole people.The bad elements carried by network broadcast have a great negative impact on college students,resulting in frequent anomic behaviors.At the same time,the deep psychological motivation behind college students watching network broadcast needs to be analyzed by scholars.Therefore,this study takes college students,the main audience of network broadcast,as the research object,supported by the expected value theory of PAM Green and Raeburn.First of all,questionnaire survey is used to investigate college students who have watched live broadcast and analyze the current anomic behavior of college students in live broadcast.It is concluded that there are four anomic behaviors in college students: irrational reward,inappropriate bullet screen content,increasingly utilitarian career choice,and carnival visual aesthetic bias.Then,through the in-depth interview method,the original psychological motivation factors behind the behavior of college students watching network broadcast are extracted.The six motivations are escapism motivation,fame expectation motivation,low cost motivation,curiosity and peep motivation,empathy projection motivation and group identity motivation.Finally,the causes of anomic behaviors are analyzed from three aspects: the operation reasons of the live broadcast platform,the reasons of the subject of anomic behaviors and the external reasons,and diversified governance measures are put forward.The government,the live broadcast platform,colleges and parents form a joint force to guide the rational participation of college students in live broadcast.In view of the frequent disorder of college students’ anomie behaviors in network broadcast,this study on the one hand enrichis the relevant research results on the motivational behaviors of network broadcast audience,on the other hand,it has important practical significance for guiding college students to rationally participate in network broadcast.