我国网络直播的内涵特征、类型模式与规范发展

作为一种新兴的传播形式和社会现象,网络直播在受到网民青睐和资本关注的同时,也存在内容质量不高、违规监管不力等问题,这影响了网络直播的可持续发展.当前学界对网络直播的关注较少,缺乏对网络直播实践的总结凝练和理论指导.文章运用文献研究、网络调查等方法,对网络直播的概念内涵、基本特征、平台类型、内容生产模式、盈利模式和规范发展等问题进行研究.研究发现,网络直播在其产业链构成、用户特征、平台类型、内容生产和盈利模式等方面有独特规律,在政府引导、社会监督、企业创新、网民追捧的共同作用下,网络直播有良好的发展前景.

The Connotation, Characteristics, Classifications, Model and Regulated Development of Live Webcast in China

As an emerging form of communication and social phenomenon, live webcast, though favored by neitizens and inventors, is still faced with problems such as poor content, and ineffective supervision for violation, which has hampered its sustainable development. Currently, the academic circle attaches limited importance to live webcast, and there remains a lack of summary, refinement and theoretical guidance for its practice. With such methods as literature review and online survey, this paper studies the concept, connotation, basic characteristics, platform classifications, content production model, profit-making mode, and regulated development of live webcast. The results shows that live webcast bears its own unique rules in terms of its industry chain composition, user characteristics, platform classifications, content production model, and profit-making mode, etc. With the combined impact of government guidance, social supervision, enterprise innovation, and the vigorous publicity of netizens, live webcast embraces good prospects for its development.