The Analysis of the Characteristics of Live Broadcasting in the East Selection Room: Take Dong Yuhui’s live Broadcast Room as an Example

Yixuan Wang

doi:10.62051/ijsspa.v3n1.19

Authors

Yixuan Wang

DOI:

https://doi.org/10.62051/ijsspa.v3n1.19

Keywords:

East Selection, Live Streaming with Goods, Knowledge-based Live Streaming, Cultural Elements

Abstract

In 2021, following the implementation of the double reduction policy, New Oriental initiated a transformation and reform process, leveraging the TikTok platform under the name of East Selection to support farmers. This initiative quickly gained immense popularity and attention. As Eastern Selection experienced an explosive growth, its prominent anchors garnered significant attention and traffic. Among them, Dong Yuhui emerged as a top stream anchor after his first live broadcast for Eastern Selection, leading the new development direction of this platform. Given that Eastern Selection has become a popular live streaming room, it is highly feasible to conduct research and analysis on its live broadcasting mode. Dong Yuhui's role as the head anchor makes him particularly suitable for studying this aspect.

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