Study on the Emotional Impact of Network Broadcast on Young Audience

Abstract

As an interactive form of real-time transmission of audio and video content through an online platform, online live broadcast connects viewers and hosts in a virtual social space. This study explores the emotional impact and actionable nature of online live streaming on young viewers. The results show that audience participation in online live broadcasts is based on love, admiration and dependence on the host, and they gain emotional comfort and catharsis through watching and interacting. Anchors use a variety of strategies to create and guide the audience's emotional experience, and obtain the audience's emotional investment and rewards. Online live broadcast communities are formed from the gathering of common interests and emotions, providing viewers with emotional companionship and a sense of identity. Although online live broadcast communities can meet the emotional needs of lonely moments, they cannot completely replace the emotional experience in real life, and their emotional connections are limited. Therefore, it is recommended to further study and standardize online live broadcast behavior to better understand and utilize the online live broadcast community and provide a more meaningful emotional experience. This research has important reference value for theory and practice in related fields, and promotes the development and innovation in the field of online live broadcasting.