Research On The Discourse Expression Of Live-Streaming Selling Host

Live-streaming selling has become an important driving force for economic development.As a new marketing model that has been developed in recent years,it has been paid much attention to by many disciplines.This study analyzes the discourse of live-streaming selling hosts from the perspective of communication,observes it by fieldwork,and explores the discourse text of live-streaming selling hosts by using Python to summarize the discourse characteristics and expression effect,etc.This study aims at studying live-streaming selling hosts’ linguistic characteristics,sub-language characteristics and discourse characteristics,exploring similaritites and differeneces of live-streaming selling hosts’ speech contents.As for those streamers’ linguistic characteristics,this study plans to divide the texts into three parts which are product description,consumption persuation and interaction between the streamer and internet citizens.In the product descriptiont stage,a streamer will introduce the product through adopting the explanation mode of "brand + product type + material +usage method + specification + price".In the stage of consumption persuation,a streamer intends to use a variety of persuasion methods for marketing,including "one side prompt","buying for rationality","appealing to emotions","fear appeal" and other persuasion skills.During the interaction stage of the live streaming,a streamer is inclined to use quite a few of marketing methods such as lucky draws,Internet buzzwords,and talent shows to attract more audiences as fas as possible in the live stream.The study finds that most live-streaming selling hosts show the characteristics of fast speech speed,full of emotions,and preference for using Mandarin by summarizing sublanguage of live-streaming selling hosts such as speech rate,volume and pitch.According to the differences of live streamers’ focuses,the study also divides live streamers into the following four categories: "focusing on emotional care","focusing on humor","focusing on skill teaching" and "focusing on knowledge transmission" by summarizing language characteristics of live streamers.The study finds that to it’s not easy to become a qualified streamer is and it must work painfully hard to show excellent performance.It is acknowledged that characteristic contents of a live-streaming selling hosts are the core competitiveness of becoming an excellent live-streaming selling hosts and this capability needs to be accumulated over the years and continuously keep improving to maintain the competitive advantage.This study thinks that live-streaming selling hosts should develop the basic skills of discourse expression,continuously enhance their own core competitiveness,and treat the audience during the process of live streaming with a sincere attitude.Only in this way,can the long-term development of the live-streaming selling industry be promoted.