Study On Self-presentation Of MCN E-commerce Anchors

With the development and maturity of the e-commerce system in China,the user scale has gradually reached the ceiling and the cost of acquisition has become higher and higher.The mode of "e-commerce + live streaming" has become a new outlet for China's e-commerce.The three major e-commerce livestreaming platforms represented by Taobao Livestreaming,Kuaishou and Douyin e-commerce have incubated many well-known anchors.These people not only have strong marketing ability,but also exert a subtle influence on the audience with their opinions and words.Li Jiaqi and Weiya,signed anchors of Taobao,their economic capacity has surpassed that of many famous first-line stars,and the number of their weibo followers has reached tens of millions.Their self-presentation behavior on various platforms often attracts high attention of the audience and affects the consumption behavior and communication behavior of the public.It creates popular symbols and also causes some phenomena worth studying in the field of communication studies.Goffman sees people in the society as a stage actor,through a variety of symbols and equipment to perform,and efforts to achieve good results.The performances of e-commerce anchors are often presented according to certain "scripts",but they often bring good or bad social results according to the different ways,means and purposes of presentation."One thing in front of the stage,another thing behind the scene" is one of the more common chaos in e-commerce live broadcasting.At present,live broadcasting has considerable economic,cultural and social impact,it is worthy of studying.This study is going to use the communication and the relevant theory of sociology,with electricity anchors as the research object,using the methods of literature analysis,case study method,fully studies the way of self-presentation,strategy and difference,summarizes its general,universality and particularity.Standing in a new perspective,on the basis of previous studies to advance,hope to make a contribution to the development of this discipline.