摘要
电商直播是近年来中国消费市场快速崛起的领域,通过淘宝等直播平台,消费活动被带入了快车道,通过主播富有感染性的表达,一种新的消费氛围和场景被构建出来。网络直播如何通过话语来促进消费者购买?本文以福柯的规训理论视角,应用话语分析方法来探究直播间话语的构建特色,揭露出不同类型话语的功能:关系互动话语和关联构建话语构建了消费场景,信息提供话语制造了景观,符号话语和身份话语形成了纪律和指令。同时,基于对直播间话语受众的访谈进行互动话语分析,进一步呈现出直播间话语对消费行为的影响。研究发现,直播平台中的话语具有开放的双向沟通特色,但在这看似自由的“直播间共同体”中,消费者的主体性被消费主义所规训,消费者在互动交流和更为开放的消费场景中反而进一步丧失了主体性地位。
From the perspective of Foucault s discipline theory,this paper explores how Taobao Live Room,a new online market,builds identity and rules through discourse,creating scene atmosphere,building consumption scenes and stimulates consumption demand,thus opening up a huge consumption market.At the same time,through interviews with the audience in the live broadcast room,we can understand their views and feelings and conduct interactive research.It is found that this seemingly democratic and fair two-way marketing platform is actually more consumerist,and people s subjectivity is further constrained and disciplined by consumerism discourse.
作者
高应蓓
刘书博
GAO Ying-bei;LIU Shu-bo
出处
《中央财经大学学报》
CSSCI
北大核心
2022年第12期134-147,共14页
Journal of Central University of Finance & Economics
关键词
网络直播
话语分析
消费场景
规训
Live broadcast
Discourse analysis
Consumption site
Disciplining
