商务传媒学院知识库

新媒体背景下，网络直播平台的活跃人数得到了极大地提升，直播现象的社会化的和“用户中心”的社会化营销方式，促进了网络平台社群走向主流化和职业化，使用者的一系列媒介接触行为，实现了主播与观众之间的情感连接和劳动生产。

本论文借助传播政治经济学与情感社会相关理论，从情感劳动的角度，对直播平台的社交操作与用户行为进行了分析，重点分析了虚拟社交中的情感联结与价值创造、情感劳动生成及其对使用者的虚拟交互的作用。本文拟在此基础上，从媒介生态与社会实际出发，运用网络民族志、深度访谈等研究手段，对网络直播中的数字交互进行客观分析，同时注重主体和正面情绪的角色，时刻提防着被“控制”的平台的影响。着重从理性和非理性两个方面对使用者的使用进行了研究。在平台运营和社会交互中，以“人”作为其生命之本，通过对“人”的理性设计，将“人”的情绪诉求激发出来，使其成为“免费劳工”。最终，从对平台操作的规范和背景的审核，到对用户自身的回避和改变，都涉及对平台的感情投资，这也是平台在今后发展中必须要考虑的问题。从直播平台发展及用户情感互动出发，重新审视直播互动中的情感劳动对用户造成的深刻的冲击，借助并充分利用正面情感的价值功能，让其回到人的主体地位，从而为用户的媒体行为以及平台的社会管理工作，带来合理的现实意义。

In the new media context, the number of active people on the webcast platform has been greatly increased, and the social cultural connotation and the "user-centered" social marketing approach have promoted the mainstreaming and professionalization of the online platform community, and a series of media contact behaviors of users have realized the emotional connection and labor production between anchors and viewers.
With the help of theories related to the political economy of communication and the society of emotions, this thesis analyzes the social operation and user behavior of the live streaming platform from the perspective of emotional labor, focusing on the emotional connection and value creation in virtual socialization, emotional labor generation and its role in the virtual interaction of users. On this basis, this paper intends to analyze the digital interaction in live webcasting objectively from the perspective of media ecology and social reality, using research tools such as online ethnography and in-depth interviews, while focusing on the role of the subject and positive emotions, and always beware of the influence of the "controlled" platform. The study focuses on both rational and irrational aspects of users' use. In the operation and social interaction of the platform, "human" is the basis of its life, and through the rational design of "human", the emotional demands of "human" are stimulated, so that they become "Free labor". Ultimately, from the regulation of the platform operation and the background of the audit, to the user's own recusal and anti-censorship, are involved in the emotional investment in the platform, which must be considered in the future development of the platform. Starting from the development of live platform and users' emotional interaction, we re-examine the profound impact of emotional labor in live interaction on users, and make use of and make full use of the value function of positive emotion to return to the human subject position, so as to bring reasonable relevance to users' media behavior as well as the platform's social management work.