“所见即所得”:直播电商的拟态重构

“What You See is What You Get”:Pseudo-environment Reconstruction of Live Stream Shopping

移动互联网时代,直播电商利用网络直播方式引导消费者购买相关产品或服务,用户“边看边买”,由被动消费向主动消费转化。大众传播时代广告的拟态环境通过营销信息使人们感知并勾勒出关于对商品或营销环境的“主观现实”,从而影响人们的消费决策。互联网时代的技术加持,大数据、直播、虚拟现实等让客观现实与拟态环境之间的界限变得模糊化。拟态环境无限逼近客观环境,传者从对信息选择加工的“把关人”变成了人际关系和美好生活的“创造者”,消费的价值不再是商品,而是与主播“在一起”的愉悦。

In the mobile Internet era,live e-commerce uses live streaming to guide consumers to buy relevant products or services.Users"buy while watching"and transform from passive consumption to active consumption.The pseudo-environment of advertising in the era of mass communication is to enable people to perceive and outline the"subjective reality"about goods or marketing environment through marketing information,thus affecting people's consumption decisions.With the support of technology in the Internet era,big data,live streaming and virtual reality have blurred the boundary between the objective reality and the pseudo-environment.Pseudo-environment is infinitely close to the objective environment,and the communicator role has changed from the"gatekeeper"of information selection and processing to the"creator"of interpersonal relations and a better life.The value of consumption is no longer a commodity,but the pleasure of"being together"with the anchor.