互动VS.策划:语言风格特征对娱乐直播效果影响的实验研究

全球传媒学刊 Pub Date : 2023-04-01 DOI:10.26599/gjms.2023.9330023

晨旭刘, 洁张, 佳妮胡

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引用次数: 0

摘要

The emergence of new technologies and their combination with specific contexts will lead to the emergence of new media genres, which are precisely empowered by live streaming technology. The author and team members conducted a 7-month participatory observation on Alibaba's Laifrang live streaming platform and conducted in-depth interviews with practitioners. Research has found that the language style of live streaming has two characteristics: interaction and planning, and the impact of these two characteristics on the effectiveness of live streaming varies. Based on this, the research team used the A/B experimental method to explore the impact of two features on the live streaming effect. The results indicate that in terms of improving the short-term stay rate of 10 seconds, the interactive feature of live streaming language is more advantageous, while in terms of per capita viewing time, the opposite is true. In addition, this study also analyzed the stability of effects under different stylistic features based on the discreteness index. Planning language styles can bring longer user viewing time and better establish lasting relationships; And interactive language has advantages in attracting users to stay briefly and increasing user interaction.

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Interaction VS. Planning: An Experimental Study on Influences of Language Style Features on Entertainment Live Streaming Effect

新技术的出现及其与特定语境的结合会催生新的媒介语体，直播语体正是在直播技术赋能下产生的。笔者与团队成员在阿里巴巴旗下的来疯直播平台进行了为期7个月的参与式观察，并对从业者进行了深度访谈。研究发现直播语体具有互动和策划两种特征，且这两种特征的语体对直播效果的影响各有千秋。基于此，研究团队用A/B实验法探究了两种特征对直播效果的影响。结果表明，在提高10s短时停留率方面，互动特征的直播语体更有优势，在人均观看时长方面则相反。此外，本研究还基于离散性指标分析了不同语体特征下效果的稳定性。策划语体能带来更长的用户观看时间，更好地建立持久关系；而互动语体在吸引用户短暂停留和增加用户互动方面具有优势。

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来源期刊

全球传媒学刊

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发文量

401

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