摘要
直播带货是一种以视频社交方式来达成商品交易目的的电子商务,其实质是一种说服观众实现购买的互动交际行为,包含直播预热、直播过程、直播反馈3个步骤,涉及社交媒体平台和虚拟直播间2个互动语境。使用多模态综合分析框架和会话分析中的受众设计理论对直播回放视频及其相关社交媒体评论的语料进行研究,发现:社交媒体语境中,主播通过“频繁使用交互符号”“情绪化的个人表达”等社交话语设计引导受众参与直播;直播语境中,竖屏带来的近距离体验和直播间高情态的背景元素编码为受众提供了良好的体验氛围。直播过程以言语作为主要的交际模态,主播作为说话人通常使用开场白、会话历史和身体姿势等策略引起听话人的互动,增强受众的参与度及购买意愿。直播带货对当代语言生活产生的影响是:(1)语言作为生产要素的性质越发凸显,语言消费成为刺激经济发展的新活力。(2)语言发展高度“互联网”化,更新速度加快,碎片化表达成为主流,网络语言生活呈现高度多模态交互特征。(3)直播带货“话术”使得行业语言服务呈现蓬勃发展活力。
As a kind of e-commerce,live commerce conducts transactions by means of video-based social interaction,and is an interactive communication behavior that persuades the audience to purchase products and services.Live commerce includes three steps:live broadcast warm-up,live broadcast process and live broadcast feedback,involving two interactive contexts of social media platform and virtual live broadcast room.This study applies a comprehensive framework for multimodal analysis and audience design theory to analyze a corpus of live playback videos and related social media comments.The fi ndings show that in the context of social media,the hosts guide the audience to participate in their live broadcasts through traditional social discourse design such as“frequent use of interactive symbols”and“emotional personal expression”.Moreover,in the context of live broadcast,the close experience brought by the vertical screen and the high-modal background element coding in the live room provide the audience with a good experience atmosphere.During the live broadcast,speech is the main modality.As the speaker,hosts usually use strategies such as opening remarks,conversation history,and body posture to arouse the interaction with the audience and enhance the audience’s participation and purchase intention.The eff ects of live commerce on contempo-rary language life are as follows:(1)The nature of language as a factor of production becomes more prominent and language consumption helps stimulate economic development.(2)Language development is strongly influenced by the internet:the update speed is accelerating;fragmented expression dominates the discourse;virtual language life features a high degree of multimodal interaction.(3)The discourse strategies of live streaming promote the development of language service industry.
作者
王宇波
潘丹婷
Wang Yubo;Pan Danting
出处
《语言战略研究》
CSSCI
北大核心
2022年第3期34-46,共13页
Chinese Journal of Language Policy and Planning
基金
国家社科基金一般项目“基于大数据的网络空间语言生活治理与语言文明建设研究”(20BYY059)
教育部人文社会科学研究青年项目“政务新媒体语言计量分析及话语优化策略研究”(19YJC740083)
国家语委重点项目“网络媒体语言规范研究”(ZDI135-93)
“语言文明行为规范研究”(ZDI135-122)。
关键词
多模态
会话分析
互动
直播带货
语言生活
multimodal
conversation analysis
interaction
live commerce
language life
