摘要
文章探究网红带货直播的演变过程,揭示背后的逻辑机制以及进行相应的文化反思。网红带货直播虽然是伴随技术升级而产生的一种新业态、新模式,但它并非横空出世,追溯其演变过程发现,与电视购物和网络直播相比,它具有明显的关联延续和区别分化。网红带货直播的运行牵涉观众、主播、平台、商家、MCN机构和供应链众多利益主体,各主体在追求价值满足的过程中谋取平衡,协同发展。随着带货直播的深入发展,资本逐利的天性显露,在技术、消费、人三个层面上造成了一定程度的异化。
The article makes a thorough study on the evolution of the live broadcast of web celebrities,revealing the logical mechanism behind it,and conducting corresponding cultural reflections.Although web celebrity live broadcast is a new format and a new model that comes with technology upgrades,it is not born out of nowhere.Looking back at its evolution,it is found that compared with TV shopping and web casting,it has obvious associations and differences.The operation of web celebrity live broadcast involves audiences,web anchors,platforms,merchants,MCN institutions,and supply chains.Each entity seeks balance and coordinated development in the process of pursuing value satisfaction.With the in-depth development of web celebrity live broadcast,the instinct of capital to seek profit has been revealed,which has caused a certain degree of alienation at the three levels of technology,consumption,and consumers.
作者
徐旭初
董维倩
徐菁
XU Xu-chu;DONG Wei-qian;XU Jing(School of Law,Hangzhou Dianzi University,Hangzhou Zhejiang 310018,China)
基金
国家社会科学基金重大项目(21ZDA031)
浙江省高校重大人文社会科学攻关计划项目(2021GH001)。
关键词
网红
带货直播
运行逻辑
文化反思
web celebrity
live broadcast
operational logic
cultural reflection
