Myth Of Internet Celebrity: Semiotic Interpretation Of Live Commerce

In order to explore the secrets of internet celebrities' live commerce and creating amazing performance,take Li Jiaqi,the “Live streaming host” as an example,using semiotics-related theories and empirical materials to divide live commerce into four types,character symbols "Li Jiaqi",content symbols "Preferential benefits ",scene symbol "advanced fashion" and commodity symbol "professional and practical".Then I mainly used Roland Barthes' mythology to theoretically analyze the process of internet celebrity's live commerce and the formation of myths.I think that the myths have turned Li Jiaqi's proficiency in lipstick application technology into authority over lipstick selection,making businesses hungry for marketing,Promotional methods become a caring blessing for consumers,making ordinary goods into advanced goods filled with fashion symbol value,and turning goods as distinction of objects into distinction of social identity.Then,I mainly use Bourdieu's theory of symbolic power and Baudrillard's theory of consumer society to further analyze which ideology,through the role of mythology,make people naturally accept its ideas,and ultimately affect the entire social structure.It is believed that Western fashion power is further dividing famous brand goods and ordinary goods,causing people to reproduce social order in social interaction;consumer culture of capitalist causes people to fall into symbol consumption,constantly paying for the premium of symbol production,resulting in the proliferation of symbols in the entire society;capitalists as the image of "funder" conceals the potential pursuit of interests,causes people to voluntarily accept marketing,and accelerates capital circulation.After analyzing the profound mechanism of internet celebrity live commerce,it is believed that the secrets of its success can be used to help officials and individual merchants open up sales channels for agricultural and sideline products,and improve the regional industrial chain structure and brand image.Propose a four-fold live commerce strategy of creating a rich set of image with product characteristics;interpreting by multiple scenarios and shaping symbolic value;conforming to online media and fan economic clusters;linking the technology industry chain and disguising as ultra-utilitarian pursuits.