我国电子竞技网络直播的现状及其发展策略研究

发布时间：2018-08-18 17:44

【摘要】：自2009年电子竞技网络直播平台的鼻祖Own3d在美国诞生以来,具备强观赏性的电子竞技网络直播在世界范围内蓬勃发展。2012年至今,我国该行业也迅速崛起,受众人数指数式上升。但是,与之繁荣发展相对应的,则是层出不穷的负面报道。对于一个处在高速上升期的新兴行业而言,加大研究力度,从而为其提出更优的发展思路是很有必要的。本文运用了文献分析法和对比分析法这两种研究方法,在对我国电子竞技视频传播历程进行梳理的基础之上,分析当前电子竞技网络直播的现状,并为其发展提出策略。《电玩大观园》诞生于1994年,是我国首个电竞电视节目,它的出现拉开了电子竞技视频在我国传播的序幕。之后,历经电视渠道和视频分享网站渠道,电子竞技视频传播终于进入网络直播时代。在网络基础设施日益完善、电子竞技发展如火如荼、电竞圈热衷于网络直播这三个因素的共同作用下,电子竞技网络直播实现了大发展大繁荣。本文把电子竞技网络直播的现状分为类别划分、传播特点、盈利模式、创新开发四个方面进行研究。当前电子竞技网络直播有赛事直播、游戏节目直播、个人直播三种,它们的内容不同,各具特色。文章发现当前电子竞技网络直播有即时性和强互动性、主播与受众的高黏性、草根化的传播特点;并用“影响力经济”等理论,从媒介经济学角度分析其盈利模式。在此基础之上,文章得到电子竞技网络直播的传播价值:重塑主播形象、促进智力发育、强化竞争意识、催生多元文化。通过切身体验和行业内、外的对比,本文指出当前电子竞技网络直播存在的不足:环境自由导致低俗化、暴力类游戏占据主流、高成本使亏损常态化、受众呈现出高流动性。最后,本文为其提出发展策略:多措并举,全方位优化媒介环境;实施引导,重视亲社会竞技游戏;开拓渠道,建立多元化盈利机制;强化合作,发挥行业协会的力量。
[Abstract]:Since the birth of Own3d in the United States in 2009, the electronic sports webcast with strong appreciation has flourished all over the world. Since 2012, the industry in China has also risen rapidly and the number of audiences has risen exponentially. However, corresponding to its prosperity and development, there are endless negative reports. For a rising industry, it is necessary to strengthen the research and put forward a better way of development for it. In this paper, two research methods, document analysis and contrast analysis, are used to analyze the current situation of electronic sports network direct broadcast on the basis of combing the course of electronic sports video transmission in China. And put forward the strategy for its development. Video game grand view garden was born in 1994, is our country's first e-sports TV program, its appearance opened the prelude that the electronic competitive video spreads in our country. After that, after TV channel and video sharing website channel, e-sports video transmission finally entered the era of webcast. With the improvement of network infrastructure, the development of e-sports in full swing, and the enthusiasm of e-sports circle to live online, the e-sports network broadcast has achieved a great development and prosperity. In this paper, the present situation of e-sports webcast is divided into four aspects: classification, communication characteristics, profit model, innovation and development. At present, there are three kinds of e-sports webcast: live events, game programs and personal broadcasts. Their contents are different and have their own characteristics. This paper finds out that the current electronic sports network direct broadcast has the characteristics of instant and strong interaction, high viscosity between the host and the audience, and grassroots transmission characteristics, and analyzes its profit model from the angle of media economics with the theory of "influence economy" and so on. On this basis, the article obtains the spreading value of electronic sports network direct broadcast: reshaping the image of anchor, promoting intellectual development, strengthening competitive consciousness, and spawning multiculturalism. Through the comparison between the personal experience and the inside and outside of the industry, this paper points out the shortcomings of the current electronic sports webcast: environmental freedom leads to vulgarization, violent games occupy the mainstream, high cost normalizes losses, and the audience presents high mobility. Finally, this paper puts forward the development strategy for it: multi-measures, all-round optimization of the media environment; implementation of guidance, attach importance to pro-social competitive games; open up channels, establish a diversified profit mechanism; strengthen cooperation, give play to the strength of industry associations.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G899

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