Research On The Body Communication Phenomenon Of Live Webcast Anchor With Goods

In the Western academic circles,the concept of body is deeply influenced by Plato and others.The long-term advocacy of the soul and the depreciation and oppression of the body have made the problem of body linger in the study of communication.In the 20th century,the development of media technology has enabled video communication to fully play the role of visual symbols.Under the impetus of consumer culture and visual culture,the phenomenon of the body returning to the dominant position has become a fact that cannot be ignored.Internet technology allows people to get rid of the shackles of the physical body and appear in the cyberspace as virtual bodies,and media empowerment enables individuals to express and perform freely in the body.In the new medium,the body is continuously deconstructed and reorganized to form a unique body culture.As a product of the live broadcast economy,webcasting of goods has a profound impact on people's interaction methods and consumer behavior.The anchor's body itself and body performance are transformed into digital body capital in the form of visual symbols or body cultural images,which has become the public's aesthetic and The object of consumption.This article is divided into four parts: First,from the perspective of historical development,it sorts out the development of body problems in the history of human communication,explains the relevant theories of body communication research,and closely integrates the current era background to discuss the live broadcast of goods.The importance of the subject of the body and the necessity of its research;the second is to analyze the construction of the body in the delivery of goods in the live webcast from the perspective of communication;the third is to use the case study method and the participatory observation method to carry out the goods in the live webcast The host's physical landscape presentation and the spectacle communication phenomenon of the audio-visual system are analyzed in detail;the fourth is to analyze the alienation phenomenon of the host's body communication in the live webcast from the perspective of consumerism,so as to explore the impact of these negative communication effects.The influence of the body itself,media technology and the development of live streaming.This article mainly studies the construction and dissemination phenomenon of the host's body communication in the live webcast,as well as the alienation phenomenon of the body dissemination caused by the aesthetic shift of the body driven by consumerism.The live broadcast economy has expanded rapidly in the post-epidemic era and has become an important means of stimulating consumption and restoring the economy.In the complex network environment,consumerism has intensified the trend of aesthetic shift to diversification,and the live broadcast market has been chaotically driven by interests.In this case,although the subjectivity of the body has been highlighted,it has also fallen into a new predicament.The problems caused by these alienation phenomena need to be solved urgently,so that the body can develop benignly in the future communication process.