数字直播平台中的互动仪式与隐性支配——以A电商直播平台为例

Interactive Ritual and Invisible Manipulation in Digital Live Streaming Platforms:Taking Live Streaming E-Commerce Platform A as an Example

数字电商直播形成了销售方与消费方多方参与的新消费业态,这种新业态创造了巨量销售额的同时,也带来了平台上的流量极化现象。对A电商平台的数据分析显示,在电商直播间,主播通过塑造出美丽符号、健康符号、富人符号、正义符号等开启互动仪式,并进行相应的话语输出与情感动员,在循环反馈的互动过程中,主播的中心地位不断被加强,狂热的消费者也因情感能量的获得而陷入主播的隐性支配中并为其买单。具有优势地位的主播成功地将文化资本等转化为平台流量和人气,而不具有优势地位的主播则面临流量稀少和难以为继的局面,平台直播间的流量与订单销量呈现出两极分化的态势。这一分析揭示了电商直播平台上的中心化和极化效应,呈现了与柯林斯互动仪式链不一样的互动仪式过程和结果。

Digital live streamingg e-commerce_has formed a new consumption pattern with the participation of sellers and consumers,which not only creates huge sales,but also brings traffic polarization on platforms.Data analysis on the e-commerce Platform A shows that in the ecommerce live broadcast room,the live streamers enable interactions by shaping symbols of beauty,health,rich and justice.Live streamers'center position is constantly enhanced through the interactive process with circular feedback,and the fanatical consumers also fall into the invisible manipulation of live streamers and pay for it after gaining emotional energy.The traffic and orders in the live streaming rooms show a polarized trend.This analysis reveals the centralization and polarization effects on the live streaming e-commerce platforms,presenting the interactive ritual process and results that are different from the Collins'interaction ritual chains.