| With the development of network society,there have been a lot of new forms of network medium and entertainment,live video streaming is also one of them.Since the beginning of 2005 in China,the number of live video streaming platforms and the audiences keeps expanding,and the share of market increase rapidly,then become a “national live show” and an online fashion culture.The appearance of this fashion has its unique social backgrounds: Firstly,the increasing number of netizens and the development of network technology provide a good foundation.Secondly,the sustainable development of network economy offers the potential market opportunities.Thirdly,the specification and guidance of national policies safeguards the healthy development.Fourthly,the survival trend of individualization and fashion,makes chasing fashion become an important way to present multiple selves,seek identity and belonging.There are four major performances about live video streaming fashion: game live heat,live show heat,internet celebrity heat and catchword heat.Game live heat and live show heat are the most popular live content among them,internet celebrity heat and catchword heat are the most prominent embodiment of them in daily life.This study is based on the fashion theory of Bourdieu,and conducts the research through three levels: fashion maker,fashion content and fashion audience.As Bourdieu said,“fashion is the product of collaboration of the production field and the consumption field ”: on the one hand,in the production field,webcast platform,network anchor and brokerage company carry out reasonable division of labor and collaboration base on business interests,set up the legitimacy and excellence strategy in this fashion field.And they also produce a hierarchical virtual gift system and stylized live content to cater to the audiences’ tastes according to the especial logic of the consumption field,thus build an especial differential representation system.One the other hand,in the consumption field,the audiences participate in this fashion for the motivation of imitation,amusement,compensation and show-off,choose the right commodity to show their tastes and build the cultural identity within the group.Meanwhile,the audiences are also the producers of the fashion meaning,they are not the passive object,but the subject which have subjective dynamics.Through the positive interactions and the transformation of identity,they achieve the reproduction of live video streaming fashion’s content. |
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