The Study On The Phenomenon Of Star's Live Commerce From The Perspective Of Spectacle Theory

French theoretical scholar Guy Debord established the theoretical system of "spectacle society" in the 1960 s.After that,American scholar Douglas Kellner focused on the theoretical basis of Debord's theory and focused on specific cases to further put forward the "media spectacle".As a social and cultural phenomenon,"spectacle" has been transformed from a series of rare images into visual symbols that are now flooding people's daily life with its extremely impactful and stimulating audio-visual effects.It is directly related to modern consumption behind it.Social production forms also reflect contemporary people's social relations,values and attitudes towards life.Looking at the present,the "media spectacle" has become a basic feature of our society.With the development of the "home economy" and the popularity of the new consumption model of live broadcast of goods,celebrities live broadcast of goods came into being,and they have become popular in people's daily life in the past year.And this consumption phenomenon also presents the spectacle characteristics under the construction of the media.It uses the effect of the stars to create a highly entertaining shopping experience for the audience through advanced media technology,while also stimulating people's senses.However,nowadays,celebrity live streaming is not just a commercial activity.After media technology packaging and media dissemination,the entangled issues of social culture,economic capital,and mass entertainment have emerged behind it.It can be said that the live broadcast of celebrities and the culture of spectacle fit perfectly.What is the spectacle phenomenon in the form of star live commerce? What impact has its spectacle brought about?Based on the above analysis,this article takes the spectacle theory as the research perspective,and takes the case of stars carrying goods live on major platforms as the starting point,and analyzes the rise and mode of “The rise of celebrity live broadcast and mode analysis ? Spectacular performance of celebrity live streaming ?Analysis of the causes and impacts of the spectacularization of star live streaming ?Cultural dialectical criticism of the spectacularization of star live streaming ?Discussion on measures to standardize star live commerce" is launched.First of all,as a new phenomenon in the past two years,celebrity live streaming delivery needs to sort out the development history of my country's celebrity live streaming delivery.On the one hand,it is necessary to clarify the stages that celebrity live streaming has gone through,and on the other hand,it is clear that the current There are three main forms of celebrity live streaming.Secondly,it analyzes the three specific manifestations of the current celebrity live streaming spectacle with specific cases,and puts them under the general background of the times and society to explore the reasons for their emergence and some practical impacts.Then,according to Kellner's point of view,it is regarded as a cultural phenomenon,and the significance of the spectacle of live broadcast of stars to the current social and cultural construction is viewed dialectically from the perspective of cultural research.Finally,based on the previous research on the future development of celebrity live broadcasts,some suggestions and strategies for reference are put forward from the tripartite role of society.