摘要
2019年岁末的新冠肺炎疫情成为诸多传媒转向的催化剂,网络直播带货便是其中一例。文章发现,在疫情催化作用的背后,网络直播带货这种新型网络经济形态的疾速崛起,有着传受形态演变、传播革新与社会变迁等多方深层动因,其通过准社会关系强化、情景化人际交互建构等手段,实现了对传统“名人代言”机制的继承与创新,演化出了新的电商形态,并在后现代消费社会中掀起了互联网经济新的风潮。文章认为,受场域融合、工具理性驱遣与无形资本转移等影响,网络直播带货潜在的风险已初步显露。因此,需处理好直播带货中社会角色的关系,防止工具理性泛滥与关系经济过分倚重,以保证其良性运行。
At the end of 2019,the COVID-19 has become a catalyst for many media turns including the live streaming shopping.This paper finds that behind the catalytic effect of the COVID-19,the rapid rise of the new network economic form of live streaming shopping has many deep-seated causes,such as the reform of the transmission and reception,the innovation of communication and the change of the society.Through the means of strengthening para-social relationship and the scenario-based interpersonal interaction construction,the live streaming shopping has realized the inheritance and innovation of the traditional"celebrity endorsement"mechanism,which has led to the evolving of a new e-commerce form and set off a new trend of Internet economy in the post-modern consumer society.This paper argues that the potential risks of live streaming shopping have emerged due to the influence of field convergence,the drive of instrumental rationality and etc..Therefore,it is necessary to deal with the relationship of social roles in live streaming shopping to prevent the overflow of instrumental rationality and the excessive dependence on the relationship economy,so as to ensure its sound operation.
作者
王彪
高贵武
WANG Biao;GAO Gui-wu(School of Journalism and Communication,Xizang Minzu University,Xianyang 712082,China;School of journalism,Renmin University of China,Beijing 100086,China)
出处
《编辑之友》
CSSCI
北大核心
2020年第10期13-20,共8页
Editorial Friend
基金
中国人民大学“双一流”建设阶段性成果(中国人民大学马克思主义新闻观研究中心课题)(19MXG09)。
关键词
新冠疫情
网络直播带货
传受变革
场域融合
工具理性
COVID-19
live streaming shopping
the transmission and reception reform
field convergence
instrumental rationality
