Research On The Emotional Communication Of Hosts’ Living Streaming Marketing

With the extensive application of Internet technology and 5G,the mode and pattern of media communication have undergone great changes,and live streaming has been widely accepted by the audience.The host’s live broadcast not only intuitively shows the host’s professional ability,but also gives full play to the advantages of the user scale and social communication of the live broadcast.On this basis,the host should pay attention to the emotional communication in live streaming.How to transmit positive and powerful emotions to the audience through live streaming has become the focus of this study.Based on the theory of interactive ritual chain,this paper takes the graduation work "Good Things and Far Away" and the corpus of a large number of hosts live carrying goods as the analysis object,and studies the emotional communication of hosts live carrying goods through literature research method and case analysis method.This paper is divided into four parts: Chapter one,starting from the categories,motivations and differences with other forms of live delivery,explains the advantages and necessity of live delivery.At the same time,the interactive ritual chain theory is explained from connotation and denotation.Chapter two and chapter three are the key parts of this study,which mainly analyzes the emotional communication process of the host’s live streaming of goods and the promotion strategy of communication efficiency.After research,the author found that the emotional communication process of the host’s live broadcast is mainly divided into three parts: emotional awakening,emotional interaction and emotional resonance.On this basis,the author puts forward corresponding optimization strategies from three aspects: environment,expression and experience of emotional communication.The fourth chapter summarizes the problems of the host in the live streaming and puts forward suggestions for improvement.It points out that the host should stick to the political stance,focus on the public interests,and inject emotion and humanistic quality into the live streaming.