Research On The Image Construction Of E-commerce Anchors From The Perspective Of Symbolic Interaction

The live streaming e-commerce industry is booming and it's practitioners are growing.E-commerce anchors present themselves with an established pattern through symbols and shape ideal self-images in the interaction with audiences as the primary drivers of the industry.This paper mainly from the perspective of symbolic interaction theory to lay the theoretical foundation for study image construction of e-commerce anchors,e-commerce anchors employ posture and language as a "medium" to obtain their personality and interact with audiences to form self-cognition,amend and construct self-images,through "stage setting" and "self-presentation" to conduct "impression management" and achieve the purpose of constructing ideal self-images.The paper focuses on the symbolic interaction between e-commerce anchors and audiences to construct self-images.Symbols are the material carriers of interaction between e-commerce anchors and audiences and possess symbolic meanings,they interact based on a common space of meaning,e-commerce anchors utilize various symbols to construct self-images and form particular image characteristics.By constructing the symbol system of e-commerce anchors image communication,it is believed that e-commerce anchors construct ideal self-images through interactive situation creation,self-images presentation and bilateral cognitive reflect.It contributes to create personal IP,guide social good prevailing custom,promote poverty alleviation and boost national economic development.It exists interactive deviation,we need to continue to strengthen the barrier of otherness between anchors and the anchors observe stage performance discipline,collaborative management to cultivate social responsibility consciousness of e-commerce anchors.