Research On The Spread Of Carnival Phenomenon In E-commerce Live Streaming

With the development of society and the iterative upgrade of Internet technology,e-commerce live streaming has gradually become one of the main ways for audiences to shop daily.E-commerce live streaming is developed from online shopping.It combines the sales process with live video to create a more significant communication effect.E-commerce live streaming delivery consists of consumer opinion leaders and audiences,products,and live streaming scenes.This "people,goods and field" model is a new type of communication field.The dissemination characteristics of e-commerce live streamings are in line with the universality,ritual and subversive nature of carnival theory.During the live delivery process,opinion leaders built an immersive shopping "carnival square" with exaggerated characters,rich language,and distinctive symbols and scenes.Therefore,this article takes Bakhtin's carnival theory as the theoretical basis,and mainly studies the spread of carnival phenomenon in the process of e-commerce live broadcast delivery.Aiming at the three different levels of society,communication platform,and audience,the cause of the spread of the carnival phenomenon in the e-commerce live streaming process was analyzed in this article.And then,based on the research of carnival theory,the characteristics of the spread of carnival phenomenon in e-commerce live broadcast were analyzed,which were summarized as the ceremonial nature of the change of person setting when the live streaming brings goods,the subversive nature of breaking traditional conventions in the live broadcast process,and the live broadcast of goods The universality of the audience's universal participation.Finally,this article summarized the four performance characteristics of consumer opinion leaders in the process of e-commerce live broadcast delivery of the character image carnival,language carnival,symbol carnival and live streaming space scene.Although the live streaming of e-commerce has promoted the overall development of the society,facilitated the shopping and life of the audience,and enriched the spiritual and emotional life of the audience,it will soon enter a cooling-off period after the "carnival" after experiencing a period of rising development,however,many problems such as poor product quality,false publicity,and incomplete after-sales guarantees frequently occur.These problems are caused by imperfect content review and supervision,failure of consumer opinion leaders,and low barriers to entry for live delivery of goods.At the end of this article,based on the current problems encountered in e-commerce live streaming delivery,relevant solutions were proposed: from the perspective of the e-commerce live streaming industry,joint supervision and governance should be strengthened,and industry standards for consumer opinion leaders should be established;from the audience perspective,the audience's media literacy should be strengthened;From the perspective of technological development,it should be extended vertically and subdivided into areas.Only under the coordination of the whole society and the whole industry,can the live streaming bring more convenience to the audience,and the e-commerce live streaming industry can develop by leaps and bounds.