Three-space Immersive Communication Research On Head Anchors Live Streaming With Goods

No live broadcast does not spread,live broadcast and e-commerce integration of the formation of live goods has given rise to the pan-consumerization of social media and e-commerce platform pan-media,the construction of a new consumption ritual has become a fashion,in the capital and media conspiracy to promote the "interpretation of the national media carnival scene".The head anchor has a share of nearly 80% of the goods.Why do the top anchors have such a strong development momentum? What are the rules and characteristics of this phenomenon in terms of information dissemination? To decipher these questions and study the general rules of the immersive communication of the head anchors in the elements of people,goods and fields,not only enriches the theoretical perspective of the study of live goods,but also enriches the connotation of the study of live goods,and is of great significance to the application of immersive communication in the study of live goods.At the same time,it provides a demonstration and reference for waist-tailed live-streaming with goods anchors,which has certain practical significance.The study takes the head anchor live-streaming with goods as the research object,and constructs the scene immersion in physical space,mind flow immersion in consciousness space,and symbolic immersion system in media space from the perspective of three space theory,scene theory,and interactive ritual chain theory,and integrates participatory observation and text analysis,etc.with the structure of three space theory.Based on scene theory and incorporating the theory of interactive ritual chain,we analyze how the immersive communication of the head anchor live with goods in the three spaces forms on the elements of people,goods and fields,and then summarize the immersive communication experience of the head anchor live with goods.The study finds that: in the scene immersion of physical space,the head anchors do a good job of combining field elements such as field and technology to create remote presence,fictional social scene between anchors and audiences,and materialization of goods and prices to immerse users;in the mind flow immersion of consciousness space,the head anchors focus on grasping the psychological motivation of users to buy,the emotional demand of goods consumption,and the feeling state of atmosphere creation;in the In the symbolic immersion of media space,the head anchors are good at using language style empathy,facial expression enrichment and body language exaggeration to realize the symbolic immersion of anchor discourse,good at using product attributes honesty and packaging value visualization to realize the symbolic immersion of product selling point,and good at using technology symbol dynamics and live space common to realize the symbolic immersion of live scene.Further summary finds that the experience of the head anchor live with goods includes common presence to create immersive experience,barrier of exclusion to produce strong emotional link,focus of attention to enhance the relevance of interests,and shared emotion to reach influence diffusion.