Research On E-commerce Livestreaming From The Perspective Of Symbolic Consumption Theory

In a consumerist society,e-commerce live broadcasting,as a new type of commercial sales model,has been accepted by society and audiences,and the economic,consumption and cultural phenomena cannot be ignored.Through the participatory observation of the live broadcasts of e-commerce platforms such as Taobao Live and Douyin Live,the article conducts in-depth research on the phenomenon of symbol construction and symbol consumption in live broadcast rooms.This paper firstly sorts out the construction of the symbol system in e-commerce live broadcast: on the one hand,the language symbols of e-commerce anchors have the characteristics of immersion,hunger marketing,strong visibility and image;on the other hand,e-commerce live broadcast will also Strengthen the construction of non-verbal symbols,including anchors using body symbols to gather users' attention,using their own IP symbols to attract traffic,using various spatial symbols to restore offline shopping scenarios,and allowing users to complete self-recognition through interactive symbols.Through the construction of a symbol system,e-commerce live broadcast conveys the consumerist ideology behind it,stimulates consumers' desire to buy,and realizes the implementation of consumer behavior.In the process of watching the live broadcast,users are subtly accepting the output of various symbolic meanings.Consumers seem to have the absolute power to place orders and purchases,but in fact they fall into the symbolic world constructed by e-commerce live broadcasts,constantly carrying out symbols.Consumption: Users gain visual pleasure by gazing and discipline the host's body;they recognize themselves through interaction and consumption,and gain self-identity and social identity;users gain companionship pleasure through interaction during live broadcast,and through looting and ordering actions Obtaining the pleasure of satisfying desires,obtaining national pride by purchasing domestic products,and obtaining the pleasure of meaning creation through the re-creation of symbols,the comfortable psychology of these symbols after consumption drives users to spend round after round.E-commerce live broadcast has had an impact on contemporary people's aesthetics,consumption and spiritual outlook with its imaging communication and the huge dissemination of the media itself.E-commerce live broadcasts make aesthetics more commonplace and expand the aesthetics of daily life,but it cannot be ignored that certain aesthetic standards are more solidified.In addition,e-commerce live broadcasts have brought domestic products to more people and promoted the change of the public's consumption view of domestic products.Finally,the "commercialized intimacy" between e-commerce anchors and users also allow many lonely people to gain happiness and companionship from e-commerce live broadcasts.