期刊信息
- 刊名： 河北师范大学学报（哲学社会科学版）Journal of Hebei Normal University (Philosophy and Social Sciences Edition)
- 主办： 河北师范大学
- ISSN： 1000-5587
- CN： 13-1029/C
- 该刊被以下数据库收录：
- AMI综合评价（A刊）核心期刊
- RCCSE中国核心学术期刊
- 中国期刊方阵入选期刊
- 全国百强社会科学学报
- 中国人民大学“复印报刊资料”重要转载来源期刊
亚文化视域下虚拟主播的受众需求、互动机制和优化路径研究
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作者单位：（滨州医学院 特殊教育与康复学院，山东 烟台 264003） -
起止页码：143 - 150页
Audience Demand, Interaction Mechanism, and Optimization Approaches of Virtual Anchors: A Subcultural Perspective
摘要/Abstract
近年来，虚拟主播作为一种网络主播新类型，深受青少年亚文化群体的喜爱。研究发现，受众喜欢虚拟主播的原因主要有虚拟主播独具魅力的亚文化风格、虚实交错的神奇体验、在线陪伴弥补现实孤独、构建完美形象和身份认同等。受众与虚拟主播的互动类型多 样，直播互动具有仪式化特点，亲密关系的构建基于商业逻辑基础上。作为新兴的媒介和产业形态，虚拟主播目前还存在过度消费导致虚拟主播和粉丝的双向功能异化、虚拟主播的圈层构建的狂热与无序、受众的过度介入导致互动边界模糊行为等问题。因此，政府与社 会、网络平台、主播运营公司、受众、虚拟主播等各方应各负其责，共同促进虚拟主播行业规范发展。
In recent years, virtual anchors, a novel type of online personality, have gained significant popularity among teenage subcultures. This paper explores the reasons behind the audience’s affinity for virtual anchors, including their unique subcultural style, the immersive experience of virtual reality, online companionship addressing real-world loneliness, and the creation of idealized identities. Various forms of audience interaction with virtual anchors are analyzed, emphasizing the ritualistic nature of live interactions and the development of intimate relationships within a commercial framework.Despite its growing popularity, the virtual anchor industry faces several challenges. Issues such as the erosion of reciprocal functions between virtual anchors and fans due to excessive commercialization, the chaotic nature of virtual anchor communities, and blurred boundaries in audience interaction highlight areas needing attention.Thus, coordinated efforts from government bodies, society, online platforms, anchor management firms, audiences, and virtual anchors themselves are essential to foster the standardized development of this emerging industry.