Research On The Phenomenon Of Live Broadcasting With Goods From The Perspective Of Consumerism

The 21st century has ushered in an era where everything can be broadcast live.With the innovation of mobile terminals and the optimization of Internet technology,the webcast industry has developed rapidly.Whether it's news information,entertainment videos or e-commerce delivery,webcasting has influenced and transformed people ' s lives by virtue of its high-dimensional content density,convenient viewing mode and interesting interactive experience,and has built a new type of social form.While forming a new Internet outlet,the "live broadcast+bring goods" model has also brought new consumption phenomena to the society.The materiality of commodities has been forgotten,and more pursuits are pursued from the level of emotional consumption,symbolic consumption and physical consumption.Hedonism and material desires.The development of media technology has provided a communication channel for live delivery of goods.With the prosperity of consumerism in the domestic economic and cultural fields,live delivery of goods has gradually become a practitioner and promoter of consumer culture.It is constantly catering to the preferences of audiences and cultivating their consumption.In the process of getting used to,the industry capital and user base have grown rapidly,and people's consumption goals have changed from solving the use value of food and clothing to hedonism under material desire.People are becoming more and more addicted to the quagmire of consumption,unable to extricate themselves,and are affected by sensory stimulation.The consumption potential stimulated by the download also brought a series of dissemination scenes,and live broadcasts with goods began to show a symbolic and emotional consumption tendency.This article takes the live broadcast of goods as the research object and analyzes the propagation phenomenon of live broadcast of goods from the perspective of consumer culture.It is mainly divided into four parts.The first part starts with an overview of webcasting and consumerism,focusing on the technical superiority of webcasting "people-oriented" and the era of "everything can be broadcasted" under consumerism.Webcasting relies on its two-way interactivity,relative authenticity and Discourse equality has become an important tool for the transmission and reception of information in modern society,and in collusion with consumerism,it has created symbolic commodity logic.The second part explores in detail the communication landscape of live streaming under consumerism,analyzes the internal logic of physical consumption,symbolic consumption and emotional consumption in the live broadcast room,and believes that the audience will make cognitive imbalances and irrational consumption behaviors under the effect of the group mechanism.,Which leads to the alienation of consumption.The third part is the innovation of this article.The study found that live streaming has experienced two content production shifts from user-generated content to professional content production.Through a large number of text analysis,it is found that live streaming is exerting an impact on people's lifestyles.In the era of CGC with live broadcast and goods,communication itself is becoming a kind of content that is irresistibly transforming the traditional business layout and reconstructing people's consumption concepts and habits.The fourth part is a rational thinking about the development of the current industry.The development of live streaming has the transformation of "crisis and opportunity".We need to be inclusive and cautious,and propose innovative development strategies on a sub-basis to help live streaming become the future leader New kinetic energy for digital consumption and expanding domestic demand.