文/橫井朋子 譯/王晶

By Tomoko Yokoi

Live streaming is booming, with viewers watching nearly 4 billion hours of live stream, in the gaming sector alone, in 2020. But it is not only limited to gaming. Chinese influencers have perfected the art of live commerce—a combination of live streaming and ecommerce, that has become China’s favorite way to shop. And live streaming is attracting content creators from diverse genres such as music and cooking.

2 To stream or not to stream—that is the question with over 50 million people self-identifying as online creators. With over seven-in-ten Americans using social media, and a plethora of live streaming services such as YouNow, Facebook Live, YouTube Live and Twitch at one’s disposal, pressing a button and sharing a moment, routine, or an exciting experience with others has never been easier.

3For some, the motivation to live stream is for the fun of it, while others are seeking to become the next minicelebrity. And then there is boredom.

網(wǎng)絡(luò)直播正在蓬勃發(fā)展。2020年內(nèi)，僅游戲行業(yè)的觀眾就觀看了近40億小時(shí)的直播。但直播并不僅限于游戲行業(yè)。中國網(wǎng)紅完善了直播帶貨藝術(shù)——直播和電子商務(wù)的結(jié)合，這已成為中國最受歡迎的購物方式。直播也吸引著音樂和烹飪等不同類型的內(nèi)容創(chuàng)建者。

2 直播還是不直播——這是超過5000萬自稱線上創(chuàng)作者的人面對(duì)的問題。七成以上美國人使用社交媒體及大量直播服務(wù)，可用的直播服務(wù)又多得是，諸如YouNow、臉書直播、YouTube直播和Twitch等。與他人一鍵分享某個(gè)時(shí)刻、日常活動(dòng)或一次激動(dòng)人心的體驗(yàn)從未如此簡單。

3 一些人的直播動(dòng)機(jī)是好玩，另一些人則在伺機(jī)成為下一個(gè)小明星。還有一些人則是緣于無聊。

4 Back in 2016, researchers studied live streams originating from the US,Japan and Germany on the platforms YouNow, Periscope (discontinued in March 2021) and UStream. They found a wide variety of motivations driving each streamer, with a large majority using live streaming services for their own entertainment. The research uncovered some interesting country-based differences.

5 The main motive of US streamers was to reach a specific target group, for example, by performing music. Their objective was to improve their personal image and to cultivate their fan base.On the other hand, socializing was revealed to be the main motivation for Japanese streamers. The need to communicate with their audience was especially strong. Finally, German streamers’ primary motivations were to relieve their boredom. And they’re not alone.

4 早在2016年，研究人員就研究了YouNow、Periscope（已于2021年3月停止運(yùn)營）和UStream平臺(tái)上來自美國、日本和德國的直播。他們發(fā)現(xiàn)，主播們的直播動(dòng)機(jī)多種多樣，其中絕大多數(shù)用戶玩直播是為了自娛自樂。研究發(fā)現(xiàn)不同國家間存在著有趣的差異。

5 美國主播的主要?jiǎng)訖C(jī)是通過音樂表演等手段吸引特定的目標(biāo)群體。他們的目標(biāo)在于提升個(gè)人形象和培養(yǎng)粉絲基礎(chǔ)。另外，研究揭示，在日本，社交是主播們的主要?jiǎng)訖C(jī)，他們與觀眾交流的需求尤其強(qiáng)烈。最后，德國主播的基本動(dòng)機(jī)是消解無聊。而以此為動(dòng)機(jī)的不僅僅是德國主播。

6 消解無聊也是2016年美國和日本主播的一大動(dòng)機(jī)。簡而言之，許多人直播是為了打發(fā)時(shí)間并消解無聊。

6 Boredom was also a strong motivator found in both American and Japanese streamers back in 2016. Simply put, many people turned to live streaming to help pass the time and to relieve their boredom.

7 COVID-19 restrictions limiting social engagements, leisure activities and travel have muted daily activities. The lack of deviations from daily monotony, according to Sydney Embers of the, has even generated the boredom economy with money being invested in home improvement, online shopping and trading activities such as Gamestop.With all major live streaming services announcing substantial increases in new streamers during COVID-19, there could be further support for the link between live streaming and boredom.

8 And then there’s a new twist. A new genre of live streaming is emerging where streamers don’t perform for,interact or even communicate with their viewers. Instead, the live stream broadcasts uninterrupted everyday mundane activities such as sleeping and studying.

9 The newest trend in Twitch is to literally sleep. Streamers position their cameras on their beds and go to sleep.In February 2020, Chinese amateur streamer YuanSan broadcast his 2-day“sleep-stream” which, to his surprise,attracted 18 million viewers. In an interview, YuanSan claimed that his motivation was to relieve his boredom. “I was so bored I decided to live stream myself sleeping. What I discovered was that viewers on the internet were even more bored than I was.”

7新冠疫情限令限制了社交、休閑活動(dòng)和旅行，人們的日?；顒?dòng)因此減少。據(jù)《紐約時(shí)報(bào)》的悉妮·恩伯斯報(bào)道，人們無以排遣平日的單調(diào)乏味，這種局面甚至催生出“無聊經(jīng)濟(jì)”，資金正在投向家居改善、網(wǎng)上購物以及游戲驛站等平臺(tái)的交易活動(dòng)。所有主要直播服務(wù)平臺(tái)均宣稱，新冠疫情期間，新主播數(shù)量大幅增加，這為直播與無聊之間的關(guān)聯(lián)提供了進(jìn)一步支撐。

8 新的轉(zhuǎn)折隨之而來。一種新型直播流派正在興起，主播并不給觀眾表演，也不跟他們互動(dòng)甚至聊天。取而代之的是，他們不間斷地直播睡覺和學(xué)習(xí)之類平淡的日?；顒?dòng)。

9 Twitch上的最新趨勢(shì)是直播名副其實(shí)的睡覺。主播將攝像頭放在床上，然后睡覺。2020年2月，中國業(yè)余主播圓三進(jìn)行了為期兩天的“睡覺直播”，出乎他意料的是，居然吸引了1800萬觀眾。在一次采訪中，圓三說他直播睡覺只是想要消解無聊?！拔姨珶o聊了，決定直播自己睡覺。結(jié)果發(fā)現(xiàn)互聯(lián)網(wǎng)上的觀眾比我還無聊。”

10 What are the implications for live streaming platform providers where boredom is a motivation of both broadcasters and viewers alike? Free access to the service is one feature, which most providers already offer as a basic account. Interactive chat functionality amongst viewers to comment and discuss with one another is another. Instant notification to followers whenever the broadcaster is streaming might be another. Perhaps all that is needed is a pared-down service that meets the basic needs of this particular segment.

11 Conquer boredom, by enacting boredom, and by watching boredom. The new way of living is to actively participate in being bored. ■

10 如果主播開播和觀眾圍觀都是出于無聊，這對(duì)直播平臺(tái)服務(wù)商會(huì)有哪些影響？免費(fèi)訪問服務(wù)成為一個(gè)特色，多數(shù)服務(wù)商已經(jīng)無償提供基本賬戶。觀眾之間能夠點(diǎn)評(píng)和討論的交互式聊天功能是另一特色。主播開播時(shí)對(duì)粉絲發(fā)送即時(shí)通知，可能會(huì)成為又一亮點(diǎn)?；蛟S所需要的只是可以滿足這一特定群體基本需求的簡化服務(wù)。

11 通過呈現(xiàn)無聊和觀看無聊來克服無聊。新的生活方式便是積極參與無聊秀。 □