| In 2019,China's online broadcasting industry achieved a huge development.In this particular year,depending on various broadcasting platforms,the field of E-commercial broadcasting also boosted to a significant level.In this fast-developing sector,Austin Li,the “Lipstick Brother”,is an outstanding and well-focused example.He and the entire field represented by him,have brought countless visits to different platforms as well as unprecedented public attention and sales for those brands.Meanwhile,his great number of fans that are accumulated from apps such as Micro blog,Xiaohongshu and Tik Tok make him a matter of public discussion and enable him to have an important impact on related business.In addition,Austin Li as a symbol saw an unprecedented high point in terms of the value.From any perspective,the Austin Li is a name that must be mentioned by the Ecommerce and broadcasting industry even the whole Internet sector,especially in 2019.Internet celebrities possess some properties of carnival.Such properties can be recognized as the folk humor,ubiquitous subversion,teasing,and the liberation of dialogue in coronation and dissolution.The online broadcasting performed by Internet celebrities as a common yet special phenomenon also reflects confrontations about the right to speak in the Internet world.Using the Bakhtin's theories,this thesis is going to reveal the essence of Austin Li's broadcasting shows by using Austin Li himself as a subject.Also,this thesis would find the origin of online broadcasting carnival and point out potential crosses and give solutions.This research provides a range of evidences,those evidence are in forms of questionnaire and interview record.The first section of this thesis discussed about the context and meaning of the topic and clarify the content and general framework with a brief summary of previous studies.In the second section,Bakhtin and some major points of his theories are introduced while the Internet celebrities' online sales are defined.This part reveals features and fields that Austin Li's shows share with the Carnival as well as the Carnival ritual and describes a picture of Carnivalism world so that it can be concluded that Internet celebrity online sales are compatible with Bakhtin's Carnivalism and can be explained by the latter.In the third section,by referring to data collected from questionnaires,the development context of Austin Li can be clarified and so the context,participants,places and motivations of this huge online carnival.Apart from that,this thesis would try to answer questions such as why this very online carnival can be a nationwide one,why it can be recognized as a ritual and how it subvert the traditions.Finally,this study also tries to reveal the four types of senses related to the online carnival that Austin Li has brought: Intimacy,gagging,degradation and vulgarity.The fourth section is based on the study of the intention of the Carnival and it explains the factors that may help to form a cardinal in an online broadcasting show.This part also claims that there are internal and external factors behind the Carnival,that is,the technologies are external drivers while the rise of female consumption and the grass-roots classes are the internal drivers.In the final section,with the insights provided by intention and factors analysis of the Carnival,this part focuses on the crisis resulted from the Carnival.Poor quality goods,overwhelming consumerism and the toxic values are major concerns of this part.Strategies are also given and it calls for proper laws and regulations,a rational consumer group and a group of positive and active celebrities.Under the general context of public communication,this thesis tries to find the origin that is shared by those Internet celebrities and Bakhtin's Carnival theories,and use cases to conduct a multi-field research.The purpose of this thesis is to find a meaning of the celebrities' online sales and to provide new implication to other researchers. |
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