摘要
随着网络直播的兴起和网红经济的发展,"网红直播带货"成为一种新的重要营销方式,它不仅能满足人们个性化的物质需求,而且能满足个体的社交化情感诉求,但其中所潜藏的诚信缺失和个体消费成瘾等伦理失范问题较为突出。加强个人义利观教育、完善社会诚信监督机制,丰盈个体精神生活、净化社会消费风气,则是解决这些伦理问题的可行性路径。
With the rise of live broadcast and web celebrity economic development,"web celebrity live broadcast"has become an important way of marketing.It can not only meet people’s personalized needs,but also can meet the individual’s social emotional appeal.However,there are prominent ethical problems such as lack of integrity and individual consumption addiction hidden in"web celebrity live broadcast".Thus,the feasible way to solve these ethical problems is to strengthen the education of personal justice and benefit,improve the supervision mechanism of social integrity,enrich the individual spiritual life and purify the social consumption atmosphere.
作者
马余露
陈若水
MA Yulu;CHEN Ruoshui(School of Marxism,Central China Normal University,Wuhan 430079,China)
出处
《云梦学刊》
2021年第3期75-82,共8页
Journal of Yunmeng
基金
国家社会科学基金项目“新发展理念视域下道德协调治理机制研究”(16CKS039)。
关键词
网红
网络直播
商品营销
道德问题
web celebrity
live broadcast
marketing
ethical problems
