媒介化购物：电商平台与用户的直播型构研究——基于李佳琦直播间的个案考察

Media-Based Shopping: A Study on the Live Broadcasting Structure of E-Commerce Platforms and Users—A Case Study Based on Li Jiaqi’s Live Broadcasting Room

摘要: 在电商直播间里，人的消费境遇时空被重置，即时即地的交易互动、情感体验和组织动员，渲染和放大了用户的消费情绪，同时压缩了其理性反思的时间。在直播间消费，本质上是一种以移动互联网技术为中介和手段的被主播和电商平台共同操纵的符号消费。本文基于传播型构的组成元素：媒介组合、交流形式、主题框架和行动者丛，对电商平台和消费者的直播型构展开分析。

Abstract: In e-commerce live streaming rooms, the spatio-temporal context of people’s consumption experience is reset. The immediate and on-the-spot transactional interactions, emotional experiences, and organizational mobilizations render and magnify users’ consumption emotions while compressing the time for their rational reflection. Consuming in live streaming rooms is essentially a kind of symbolic consumption jointly manipulated by live-streamers and e-commerce platforms with mobile Internet technology as the intermediary and means. Based on the constituent elements of communicative configuration, namely media assemblage, forms of communication, thematic frameworks, and actor constellations, this paper analyzes the live streaming configuration of e-commerce platforms and consumers.