Discourse Analysis Of Anchor Broadcasters Of Agricultural Products On The Internet

2020 is the first year of live streaming with goods,relying immersive "scene" to create a platform with a cargo of live gives fans new and interactive consumer experience.Its core appeals to sell the products,which puts forward higher requirements for the anchors,and they are the opinion leaders in the live broadcast room,especially the words of the anchors with the goods.Therefore,this article uses the Douyin short live video platform as the source of text acquisition,and takes the content of the host’s discourse with the cargo as the research object.Combining the discourse analysis theories of Van Dijk and Ding Hegen scholars,using specific methods of discourse analysis to conduct research and discussion on the discourse of the cargo anchors,Summarize the context and discourse characteristics of the text,find out the problems,and put forward corresponding optimization suggestions.First of all,on the premise of comprehensively evaluating the research relevance,the number of account fans,the products with the goods,and the fan interaction,etc.,the author selected 50 live video excerpts from 12 agricultual products live broadcast account on the Douyin short live video platform.The cumulative live broadcast time is 250 minutes,and the average live broadcast time is 20.9 minutes.Than use Youdao Note’s voice conversion function to obtain a total of 90075 words in the live video utterance text.Secondly,analyse the discourse text: a macro-text analysis of discourse is carried out from the three aspects of fan,anchor,and live broadcast environment,and a micro-text analysis is carried out from four steps of greeting interaction,product preview,product sales and pressure strategy.Then,it analyzes the live broadcast discourse skills from the characteristics of pronunciation,words and syntax.Finally,it’s concluded that there are some problems in the live broadcast discourse of agricultural products with goods,which are inconsistent with products,fans and live broadcast scenes.And put forward the optimization strategy of live broadcast discourse of agricultural products: live broadcast discourse and product characteristics fit,product preferential price fit,product quality fit.The words of the anchor with goods fit with fans’ perception level,perceived value and consumer psychological needs;the words of the anchor with goods fit with ecological scene and store scene.