从受众商品论视角解读“直播带货”中消费者的消费行为研究

Analysing Consumer's Consumption Behavior in Live Streaming from the Audience Commoditarianism

随着大数据、电商崛起、用户消费习惯变化等原因,直播带货“火”出新高度,创造了无数消费奇迹。直播带货表面在售卖产品,但实际上受众早已成为“商品”。上世纪70年代以来,传播政治经济学斯麦兹的受众商品论路径展现了“直播带货”如何将受众的行为与资本复制的逻辑完美地统一在一起,但这一视角无法解释流量平台的速度与算法的规则如何建构了“带货”现场的时空情境,如何激发了参与者的狂热行动。本文将以受众商品论的视角从平台、主播、广告商等角度来分析消费者如何从被动的“受众”转变为主动的“商品”,心甘情愿地被消费主义、享乐主义裹挟,以建构自我身份认同。

With the rise of big data, e-commerce, changes in user consumption habits and other reasons, live streaming with goods “fire” to a new height, creating countless consumption miracles. In 1977, Dallas Smates put forward the “audience commodity theory” in his article “Communication: The Blind Spot of Western Marxism”. He believed that the real commodity of media is the audience. The live video tape appears to sell products, but in fact, the audience has already become a “commodity”. From the perspective of audience commodity theory, this paper will analyze how consumers change from passive “audience” to active “commodity” from the perspective of platform, anchor, advertiser, etc., and will be willingly captured by consumerism and hedonism to construct self-identity.