摘要
电商直播兴起于2016年并快速繁荣,成为重要的经济现象。在其蓬勃发展的同时,虚假宣传、伪劣产品、违法产品、虚假流量等问题频发,严重损害了消费者利益。电商直播是技术变迁环境下出现的新事物,其是否属于广告这一核心问题未达成共识,导致其处于法律监管的模糊地带。面对一日千里的新事物和新现象,广告观念仍停留在传统大众媒介时期的框架内,需随着实践的发展不断扬弃。电商直播与广告的分歧是,电商直播兼具人格性和媒介性,而传统观念中广告具有非人格性,分歧产生的根本原因是媒介技术对时空的颠覆,这导致电商直播中时空消融、媒介属性与人格属性交叠、营销广告售卖浓缩。从发生学来看,非人格性是广告观念中的不确定性内容,将广告观念中的非人格属性更新为媒介属性,是更符合新媒介环境且具有长远指导意义的广告观念。
E-commerce live streaming,which rose in 2016 and flourished rapidly,has become an important economic phenomenon.With its vigorous development,false publicity,fake and inferior products,illegal products,false traffic and other issues occur frequently,seriously harming the interests of consumers.E-commerce live streaming is a new thing under the environment of technological change.There is no consensus on whether it belongs to advertising,which leads to the vague area of legal supervision.Facing the new things and new phenomena,the advertising concept still stays in the conceptual framework of the traditional mass media period,and needs to be updated with the development of actual practices.The difference between e-commerce live streaming and advertising is that e-commerce live streaming has both the character of personality and mediation,while advertising in traditional concept is impersonal.From the genetic point of view,impersonality is the uncertain content of advertising concept.It is more in line with the new media environment and has long-term guiding significance to the updating of impersonality attribute of advertising concept to be align with its media attributes.
作者
秦雪冰
QIN Xue-bing(School of Communication,East China Normal University,Shanghai 200241,China)
出处
《编辑之友》
CSSCI
北大核心
2021年第5期84-88,共5页
Editorial Friend
基金
国家社会科学基金年度规划项目“人工智能应用下的互联网广告监管研究”(20BXW120)。
关键词
电商直播
广告观念
媒介技术
时空消融
live streaming of e-commerce
advertising concept
media technology
spatio-temporal ablation
