Symbolic Communication In E-commerce Live Broadcast Situation

The changing development of Internet technology has enabled the emergence of "e-commerce live broadcasting" and promoted the continuous extension of the boundary of live broadcasting.Under the background that social productivity far exceeds social demand,the phenomenon of overcapacity has become a social norm.However,it is not uncommon for commodities to be snapped up in the direct broadcast room of e-commerce.The huge economic utility generated by the direct broadcast of e-commerce has triggered a hot social debate,which has been discussed by experts and scholars.The academic circle has realized that the main reason for people’s buying upsurge in live broadcast rooms lies in the symbolic value and meaning carried by commodity information services,which are closely related to social and cultural ideology.Actually such symbolic communication phenomenon is a social and cultural phenomenon.Therefore,the symbolic communication of e-commerce has very important social significance and research value.Based on semiotic theories,this paper will conduct in-depth discussion and research on the semiotic communication in the context of e-commerce live broadcast.Based on the summary of symbol types and characteristics in the context of e-commerce live broadcast,the paper summarizes and sorts out the development stage,communication process and influencing factors of its symbolic communication practice.In the author’s opinion,there are three important development stages of communication practice in the context of e-commerce live broadcast,namely,germination,diversified development and prosperity;In the context of live TV broadcast,the communication process is dynamically deduced around the output of "commodity meaning",and the environment,subject and user have an important influence on the symbolic communication practice of live broadcast.Therefore,symbolic communication in the context of e-commerce live broadcast has positive social effects,but there are also problems such as trust crisis,consumption alienation and symbol homogeneity.The author expects to reflect on and discuss these phenomena and problems and put forward effective suggestions for the future development of China’s e-commerce live broadcasting.