主流媒体电商直播的理论逻辑与实践进路

The Logic and Approach of Mainstream Media's E-commerce Live Broadcasting

主流媒体入局电商直播是主流媒体转型升级并助力经济社会发展的创新探索,契合主流媒体转型的行业趋势、5G技术商用下的多元消费场景融合、视频化生存浪潮下消费心理转变,有助于延伸精准扶贫道路,提升社会治理水平;主流媒体下场参与,拓展媒体传播功能;优质文化内容输出,体现出电商直播升级的传播价值,是建设性直播的典范.它也存在媒体主持习惯明显、采编经营业务模糊、直播效益差异明显等问题,亟须通过人格化传播树立新形象、品牌合作把握优质品控、立足自身特色优化内容生产.主流媒体应发扬建设性传播的理论内核,整合多方资源,激发行业活力,在提振经济、繁荣文化、促进社会和谐等方面彰显更加鲜明的社会担当.

Mainstream media’s entry into e-commerce live broadcasting is an innovative exploration of transformation and upgrading of mainstream media and assisting economic and social development,which is in line with the.industry trend of mainstream media transformation,the integration of multiple consumption scenarios under 5G technology business,and the change of consumption psychology under the wave of video survival,being benifical to the.extension of targeted poverty alleviation road and the improvement of social governance level,extending the function of mainstream i media,producing high-quality cultural content output to reflect the upgrading of e-commerce live broadcasting,which is a model of constructive live broadcasting.There are also some problems,such as obvious media hosting habits,fuzzy editing and operating,differences in live broadcasting benefits,etc.It is urgent for personalized communication to establish a new image,brand cooperation to grasp quality control,and based on its own characteristics to optimize content production.Mainstream media should carry forward the theoretical core of constructive communication,integrate various resources,stimulate the vitality of the industry,and show a more distinctive social responsibility in boosting economy,prospering culture,and promoting social harmony.