Interpretation And Meaning Construction Of Live Broadcasting Cargo Representation Under The Visual Threshold Of Media Spectacle

With the popularization of Internet technology,mobile smart terminal equipment,and the strong and powerful development trend of my country's economy,domestic live broadcast platforms have developed rapidly,and the industry of live broadcast + delivery is particularly rapid.This new form of Internet consumption has promoted the continuous growth of the number of anchors and users,and thus has continuously increased the impact on society.People's shopping behaviors on the Internet are processed and constructed by the media to form a media spectacle.This article uses the production-influence path and case analysis perspective adopted by Kellner to analyze the media spectacle,taking the top 6 live broadcasts of Taobao platform anchors in the first half of 2020 as samples,analyzing the presentation of spectacle representations in the samples,and using German The dialectical analysis of the spectacle phenomenon of Bo ' s spectacle society and Kellner ' s media landscape perspective,as well as other sociology,journalism and communication theories,from a critical perspective,aims to reveal the nature of this social phenomenon to the audience.In this text,the first part of the introduction introduces the research background and significance of this article.Secondly,it sorts out the relevant literature of domestic and foreign scholars on the research of webcasting and live streaming,as well as the research framework,research objects and research methods of this article.Finally,it explains the definition of the two main issues of e-commerce platform anchors and live streaming delivery;the second part analyzes the realistic background and presenting characteristics of the live streaming delivery spectacle,and points out that the spectacle phenomenon of live streaming delivery is related to the development of media technology,The increase in production and consumption capacity and the influence of the government's macro-control on live broadcast delivery,and presents obvious advantages in traffic,price advantage,and high stickiness of core users;the third part mainly focuses on the top 10 anchors on Taobao platform The case study analyzed the representation of the landscape of live streaming with goods,and explained it from the three dimensions of character landscape,audiovisual landscape,and consumption landscape;the fourth part is based on the above analysis,and summarizes the media landscape phenomenon of live streaming with goods Significance to society,culture,and audiences;the fifth part is a critical perspective on the dialectical reflection of the live broadcast landscape,pointing out that this landscape phenomenon has the tendency of individual subjectivity and the alienation of consumer concepts and behaviors,and from the audience Propose governance strategies from the perspectives of,anchors,platforms and companies.