新“互联网语言”的崛起:网络直播与网红群体现象的背后

The Rise of the New "Internet Language":Analysis of Webcast and Internet Celebrity Group Phenomenon

网络直播的兴起具备一切媒介新形态形成的共同特点:技术决定和经济推动;同时,作为一种独特的媒介样态,它的火爆与大众的心理需求以及其自身的独特卖点有很大关联。"互联网+"时代的到来,使越来越多的人可以直接参与到直播中去,扩大了网络直播的传播范围。互联网技术的迭代与普及,也极大地颠覆了传统的信息交流方式。在粉丝时代、自媒体时代、视像时代的共同促进和合力催生下,网络直播文化应势而生,类型繁多的直播平台和标新立异的网红群体迅速进入了大众视野,成为公民信息分享时代的"宠儿"。作为一种新型媒介形态和新兴产业形态,网络直播孕育了一种新型的社会人群——网络主播,这一群体的形成恰好建立在社会转型的基础之上,人们的社会心理与时代发展相呼应,人们在精神娱乐、社交互动、满足窥视欲和获取信息等方面的需求不断增加,从而促使他们在网络直播中寻求满足。

The rise of webcasting has the common characteristics of all media’s new form:technological decision and economic promotion.At the same time,as a unique medium,its popularity is closely related to public psychological needs and its own unique selling point.With the advent of the"Internet+"era,more and more people can directly participate in the live broadcast,expanding the scope of webcast.The iterative and popularization of Internet technology has also greatly subverted the traditional way of information exchange.Under the common promotion and synergy of the fan era,the self-media era and the video era,webcast culture came into being,a wide variety of live broadcast platforms and internet celebrity group quickly entered the public vision and became the favourite of citizen information sharing era.As a new medium form and emerging industry form,webcast has spawned a new type of social group network anchor,the formation of this group is based on social transformation,and people’s social psychology echoes the development of the times,the growing demand for spiritual entertainment,social interaction,savvy and access to information has prompted them to seek satisfaction in webcasts.