逻辑的替换:“带货直播”的文化改编与治理意义

Changing of Logic:Cultural Adaptation and Governance Significance of“Webcast with Goods”

文章以主流媒体带货直播为案例,以“混合媒体系统”理论切入,通过文本分析与比较对主流媒体对商业媒介类型的适应与改编、传统媒体逻辑与新媒体逻辑的互塑与融合,以及因此生成的文化治理意义进行探讨.研究认为,带货直播是人与好物的中介;经由好物选择逻辑与场景建构逻辑的替换,主流媒体拓展了带货直播原来的编码域,淡化了这一媒介类型的商业性和职业性,强化了其人文意义与公共价值,为主流话语的言说、主流价值的引领、意义空间的整合创造了更契合的情境,显化并扩大了这一新兴媒介本身存在的治理潜力.

Based on the case study of"webcast with goods",this paper analyzes the adaptation of mainstream media to the genre of commercial media,the mutual shaping and integration of traditional media logic and new media logic in the process,and its cultural governance significance.It argues that"webcast with goods"is the medium between people and goods.The mainstream media expands the coding domain of uwebcast with goods"by changing the logic of goods selection and scene construction.As a result,the commercial and professional nature is weakened,while the humanistic and public value becomes visible which creates a more suitable scene for the telling of mainstream discourse,the guiding of mainstream value and the integrating of meaning space and highlights the governance potential of this new media itself.