直播带货新业态拟态语境及话语特征分析

Analysis of the Mimicry Context and Discourse Characteristics of the New Business Form of Live Streaming

直播带货作为销售业的一种新业态,为数字经济释放经济活力。短视频与直播、电商相互加成,使直播带货不仅从话语内容上吸引网民观看提振消费意愿,也从话语形式上改变了电子商务格局和人们的购买习惯。本文选取五大电商直播平台中35位主播的共50场次直播内容,分析直播拟态语境下带货话语的多模态层次分布、区域功能及主播营销话语的结构功能。以直播个案为例,分析话步如何配合利益差序策略、压力策略、共情策略等修辞策略分步骤完成劝导消费的话语实践。作为一种营销话语,当前直播话语的结构范式满足了直播带货经济活动的基本营销需求,但同质性较高,“头部效应”明显。直播带货话语在重视规范范式的同时应推进内容提质创新、问题治理及行业指导与培训方可助力产业行稳致远,发挥语言要素在数字经济各产业业态中的重要价值。

As a new form of sales industry,live commerce releases economic vitality for the digital economy.This paper analyzes the multi-modal hierarchical distribution,regional functions structural function of live broadcast discourse by selecting a total of 50 live broadcasts of 35 anchors from five major e-commerce live broadcast platforms.Taking“Viya”live broadcast as an example,this paper analyzes how the speech steps are used to coordinate with interest differential strategy,pressure strategy and empathy strategy to gradually complete the discourse practice of persuasive consumption.Being a marketing discourse,the current structural paradigm of live broadcast discourse meets the basic marketing needs of live broadcast with goods economic activities,but shows a sign of high homogeneity and obvious“head effect”.Only by combining universal applicability with individuation,and focusing on content quality improvement and mode innovation,can the live broadcast discourse help the steady and long-term development of the industry,and give full play to the important value of language elements in various industrial formats of the digital economy.