{"title":"Media Happiness of the Audience of “Mukbang”","authors":"Luxiong Zhong","doi":"10.18282/l-e.v9i3.1567","DOIUrl":null,"url":null,"abstract":"This paper studies the media happiness of live broadcast audiences in the process of communication from the We media live broadcasting platform. Through the analysis of the live broadcast platform “Mukbang” cases, we find that “Mukbang” has the effect of Mood switching utility, Interpersonal utility and Self confirmation utility on the audiences, which can alleviate the loneliness of the audiences, meet the expectations of the audience, and have a positive impact on the audiences’media happiness.","PeriodicalId":48152,"journal":{"name":"Academy of Management Learning & Education","volume":"8 1","pages":""},"PeriodicalIF":4.8000,"publicationDate":"2020-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"3","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Academy of Management Learning & Education","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.18282/l-e.v9i3.1567","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"EDUCATION & EDUCATIONAL RESEARCH","Score":null,"Total":0}
引用次数: 3
Abstract
This paper studies the media happiness of live broadcast audiences in the process of communication from the We media live broadcasting platform. Through the analysis of the live broadcast platform “Mukbang” cases, we find that “Mukbang” has the effect of Mood switching utility, Interpersonal utility and Self confirmation utility on the audiences, which can alleviate the loneliness of the audiences, meet the expectations of the audience, and have a positive impact on the audiences’media happiness.
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