The Characterization Presented And Meaning Construction Of The Media Spectacle

With the development of internet technology and the innovation of e-marketing methods,various types of e-commerce platforms are springing up.The crazy purchase behavior that consumers indulge in various promotional routines has become a well-known consumer spectacle.However,any spectacle is formed through the concentrated display and amplification of the media.Therefore,the spectacle phenomenon can be called a media spectacle in modern society.This article draws on the Douglas Kellnel's media spectacle theory,he is an American media scholar,to study the most important online shopping carnival once a year – how Tmall“Double 11” displays wonders and reconstructs consumer culture.First,the development of e-commerce and e-marketing is a prerequisite for spectacle creation.The objective environment of consumerism supreme renders the atmosphere of shopping.Second,subjective factors such as the conscious rendering of media,the ease of manipulation of consumer behavior and awareness also promote shopping.In the process of shaping the spectacle,the media mainly constructed media spectacle by shaping specific space-time fields,symbolized expressions,and ritualized presentations.Under the representation of luxury scenes constructed by the media,the author also learn from Kellnel's diagnostic analysis Method,peeling off the “mythic cloak”,placing it in the context of social development,discovering the connotation of the ideological discourse transmitted by the media,analyzing the construction of the meaning of the symbol,the construction of the consumer culture,and the construction of the identity.Explain that in the process of marketing,e-commerce promotes the current popular values,use the “promotion” to attract audiences to specific fields,gathers them to form a consumer community,creates a common meaning space,and guides the audience to ultimately make purchases behavior.Finally,the paper reveals that the "double eleven" as an example of e-commerce festival is a kind ofconsumption alienation under technological rationality.It is the use of media to manipulate the audience's ideology.The audience should maintain a rational critical spirit in the powerful marketing environment of the electric business,enhance the cognitive ability of the media,examine the problems existing in the phenomenon of “double eleven” from a multidimensional perspective.so as to achieve reasonable and moderate consumption.