Research On The Scene Construction And Communication Mode Of Taobao Live

The development of mobile live webcast to this day has collided with many industries.The emergence of "live broadcast + e-commerce" mode breaks through the traditional relationship between physical boundaries and social scenes,creates a new social consumption and life scene,not only brings a new information circulation mode,but also brings a new interaction mode and scene experience to users.From the perspective of scene theory,this paper selects Taobao live as the research object,and takes four elements of the scene as the research clue.Firstly,it combs the generation and development of Taobao live,combines the scene theory with Taobao live,and summarizes the communication characteristics of Taobao live scene.Secondly,through participatory observation and in-depth interviews,it focuses on space and environment,real-time status of users,and users From the four aspects of life inertia and social atmosphere,this paper expounds the elements and characteristics of the scene construction of Taobao livestreaming,and clarifies the relationship between the elements;then,it analyzes the scene construction of Taobao livestreaming from the perspective of space,emotion,user and social to explore the impact of Taobao livestreaming;finally,it lists the development of Taobao live industry from the perspective of scene On this basis,the paper puts forward the long-term and healthy development strategy of Taobao livestreaming.Viewing the scene communication through Taobao live broadcast is helpful to enrich the theory of scene communication and grasp its future development trend.With the advent of the era of scenes,Taobao live,as a new "Scene media",has constructed a live scene that has become a new experience and new communication of media communication in the era of mobile Internet.This study hopes to enrich the relevant research system of Taobao live and scene theory,at the same time,expect to get more scholars' attention,and at the same time,provide some new ideas for the long-term development of Taobao live industry The feasibility of thinking.