Research On Humanism Orientation In The Mainstream Media Live-streaming Sales

The study starts from the social phenomenon of the rise of mainstream media's live-streaming sales,finds the essential and deep reasons behind the rapid development of media live-streaming sales,explores the problems in the process of mainstream media live-streaming sales,and focuses on the humanistic orientation of mainstream media and television.To clarify the guiding role of humanism on mainstream medium and live-streaming sales,and put forward suggestions for future development in a practical sense.Firstly,according to summarize and sort out the related research and reports on the live streaming of mainstream media,to have a preliminary understanding of the live streaming e-commerce market and policy environment,combined with participatory observation and in-depth interviews,summarize the internal and external factors of the mainstream media live-streaming sales;conclude that mainstream media live-streaming sales has three characteristics: the participation of the level-four media,innovative charity sales,and exploration of industrial distribution,analyze and summarize the two models of current mainstream media live streaming delivery.One is to use live streaming as a media product development model;the other is to use live streaming as an industrial operation development model.Secondly,summarize the main problems facing the development of mainstream media and e-commerce live-streaming sales,combined with research and interviews to summarize the current problems encountered by mainstream media live-streaming sales.At present,mainstream media live-streaming sales have cognitive positioning and profitability.Four aspects: model,system and mechanism,and risk control.Thirdly,by comparing the respective existing problems of mainstream media and e-commerce platforms,explore ways to bridge their respective problems,and propose that humanism has a mitigating effect on mainstream media and e-commerce live-streaming sales,accoring to three levels� "people,goods and field",to demonstrate that humanism has a guiding effect on the mainstream media's live broadcast of goods.It is proposed to regard "mainstream media live streaming sales" as an attempt by mainstream media to leverage on commercial platforms to play professionalism under the guidance of humanism,and it is a useful exploration to build a new mainstream media by leveraging media integration.Its essence is that humanism bridges the mainstream media and e-commerce live-streaming sales,and integrates the professional and commercial attributes of mainstream media,and has the possibility of long-term development.Finally,it puts forward four suggested directions for mainstream media to carry out live delivery of goods under the guidance of humanism:(1)Service-oriented: Positive guidance of social value judgment;(2)Action-oriented: Innovative forms to expand communication efficiency;(3)Responsibility-oriented: Adhere to the humanism-oriented agenda setting;(4)Development-oriented: establish a large benefits concept and seek business development.