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| 新媒体环境下直播内容与受众的关系 摘要 视频直播作为近年来新兴的媒体产品，在我国已经形成了显著的社会影响和媒体价值。随着中国直播观众数量的不断增加，直播行业本身也面临着进一步的发展、定型和转型。中国直播的受众引导和进一步发展，正是在媒体发展的基础上，结合直播平台的运营模式和媒体联盟的运营模式，具体到产生了一代“网红直播”和观众直播间这两个方面来进行的。在媒体发展的基础上，将直播平台的运营模式和媒体联盟的运营模式结合起来，具体到“网红直播”和观众直播间的产生。考虑直播行业的品牌和媒体性质、受众类型、受众心理和受众需求。立足直播流量，探讨直播行业的模式运营和催化手段，重点探讨直播行业独特的流量支撑和受众文化。平台定义了吸引观众的价值和内容。观众定义的收入和流量进一步影响直播平台的运营模式和定位。最后，它是互联网时代发展迅速的独特媒体行业。 关键词:新媒体；直播内容；受众；媒体产业 Abstract As a new media product in recent years, live video streaming in China has formed a social influence and media value that cannot be ignored. China ’s live broadcast audience is growing, and the live broadcast industry itself is facing further development, shaping, and transformation. It is based on the development of the media that the audience guidance and further development of the media in China are combined with the operating model of the live broadcast platform and the operation mode of the media alliance, specifically to the generation of "Internet celebrity live broadcast" and the audience of the live broadcast room . Comprehensive consideration of the brand and media nature, audience type, audience psychology and audience needs of the live broadcast industry. Based on the live broadcast traffic, the mode operation and catalytic methods of the live broadcast industry are discussed, and the unique traffic support and audience culture of the live broadcast industry are discussed. The platform defines the value and content that appeals to the audience. The audience-defined income and traffic further affect the operating model and positioning of the live broadcast platform. Finally, it is a unique type of media industry that is developing rapidly in the Internet age. Keywords: New media; live content; audience; media industry 目录 摘要I AbstractII 绪论1 （一）国内外研究现状1 （二）研究进展2 （三）现阶段存在的问题3 一、新媒体背景下直播内容发展现状4 （一）相关概念界定4 1.新媒体相关概念4 2.直播内容的概念与划分4 3.受众的概念与划分5 （二）直播内容多元化发展现状6 二、受众与主播共同营造的虚拟氛围8 （一）平稳娱乐与生活体验8 （二）个人心理的猎奇与隐私8 （三）消费心理的攀比诱导9 （四）陪伴心理背后的陪伴仪式链10 三、从受众引导看全民直播时代的运营及发展12 （一）受众引导与直播内容的思考12 1.“网红”直播的发展12 2.文化、信息与资本变现12 （二）从网络直播到传媒产业发展13 1.传媒产业的聚集13 2.传媒产业的共生14 （三）加强受众监督15 结论16 致谢17 参考文献18 |
