抖音主播的身份建构研究

A Study on the Identity Construction of TikTok Live Streamers

近年来,抖音凭借其超高的流量优势和强大的主播队伍,成为了电商直播领域的先行者。近年来,国内外学者从语言学、语用学、批评话语分析等不同角度对身份建构进行了研究,从营销模式与发展策略方面对直播行业进行了研究,但却较少关注直播过程中人际互动产生的语用效果以及主播的话语身份建构。本文基于网络直播中的典型案例,从人际语用学视角出发,探究美妆主播在直播带货互动中的身份建构问题。研究发现,主播在直播过程中与消费者展开丰富的对话,塑造自己的不同身份,从而提升直播效率和带货口碑。本文尝试为主播直播带货能力提升提供理论支撑,同时丰富身份建构的相关研究结果。

In recent years, TikTok has become a pioneer in the field of e-commerce live broadcasting by virtue of its ultra-high traffic advantage and powerful anchor team. Scholars at home and abroad have studied identity construction from different perspectives, such as linguistics, pragmatics and critical discourse analysis. The live broadcast industry has been studied from the aspect of marketing mode and development strategy, but less attention has been paid to the pragmatic effect produced by interpersonal interaction in the process of live broadcasting and the discourse identity construction of anchors. Based on the typical cases in network live broadcasting, this paper explores the identity construction of beauty anchors in the interaction of live broadcasting with goods from the perspective of interpersonal pragmatics. It is found that anchors engage in rich dialogues with consumers during live broadcasting, shape their different identities, so as to enhance the efficiency of live broadcasting and the reputation of carrying goods. This paper tries to provide theoretical support for the enhancement of live broadcasting carry ability of anchors, and at the same time, enrich the results of related research on identity construction.