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移动电商直播中虚拟社群的建构探析 被引量:1

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摘要 移动电商直播在现代传播技术、平台、资本等的加持下,建构起以主播为向导、以虚拟在场即时互动为连接、以情感融通刺激消费为目的的网络虚拟社群,融合了大众传播、人际传播、自我传播等多种传播形态,对受众认同感和归属感的建构具有重要作用,但是移动电商直播的虚拟社群存在去中心化、社群规范约束力不足、互动关系利益化等问题,需要进一步完善。
作者 任珊珊
机构地区 渤海大学
出处 《新闻研究导刊》 2021年第5期68-69,共2页 Journal of News Research
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