消费社会视域下电商直播带货

E-commerce Live Delivery from the Perspective of Consumer Society

随着大众传媒和网络技术的快速发展,网络直播得以盛行,直播带货更是势不可当地渗透到人们的生活中,在丰富人们的消费方式的同时,也带动了国内经济发展。但在消费主义文化盛行的今天,直播活动也被当作是一种商品,具有消费社会的逻辑。人们对“物的消费”逐渐演变成“符号消费”,符号消费开始慢慢深入到人们的消费行为当中。以消费社会理论基础为依据,分析直播带货的消费现状及其模式,进而对其引发的消费异化现象进行反思,以期促进网络消费健康可持续发展。

With the rapid development of mass media and network technology,the industry of live webcasts has become popular,and live webcasts with goods have penetrated into people’s lives at an irresistible speed,enriching people’s consumption patterns and driving domestic economic development.However,with the prevalence of consumerism culture,live broadcast is also regarded as a commodity with the logic of consumer society.People’s“consumption of things”has gradually evolved into a pair of“symbol consumption”,and symbol consumption has gradually penetrated into people’s consumption behavior.Based on the theoretical basis of consumer society,this paper analyzes the consumption status and mode of live broadcast goods,and then reflects on the phenomenon of consumption alienation caused by it,in order to promote the healthy and sustainable development of the network consumption environment.