媒介伦理视角下网络直播带货失范行为研究

Research on the Misbehavior of Online Live Streaming E-Commerce from the Perspective of Media Ethics

摘要: 随着互联网的深度普及，网络直播带货作为电子商务的新模式，打破了传统零售行业的时空限制，实现商品在线交易，重塑新的商业发展路径，为我国的经济发展注入活力。网络直播带货具有准入门槛低、实时交互性强、视觉冲击力大等特性，在平台与资本的加入下，该行业得以迅速发展。与此同时，网络直播带货出现了一系列失范行为，严重冲击网络生态与社会秩序，影响人们的价值观与伦理道德。本文从媒介伦理的视角对网络带货失范行为提出伦理规制措施，从最大幸福出发，追求公共利益最大化，避免迎合少数人的恶趣味；强调主播与平台应坚守诚信经营，避免出现误导消费行为，提升行业形象；坚守公平与正义，在商业利益与公共利益之间做好平衡；促成网络环境友好，杜绝营销手段造成的过度消费。对失范行为提出更高的伦理道德要求，才能促进网络直播带货行业健康发展，塑造清朗的网络空间。

Abstract: With the in-depth popularization of the Internet, as a new model of e-commerce, online live streaming has broken the time and space constraints of the traditional retail industry, realized online trading of goods on the live broadcast platform, reshaped a new business development path, and injected vitality into China’s economic development. With the characteristics of low entry threshold, strong real-time interactivity and great visual impact, the industry has developed rapidly with the addition of platforms and capital. At the same time, there have been a series of anomie behaviors in online live streaming activities, which have seriously impacted the online ecology and social order, and affected people’s values and ethics. This article proposes ethical regulatory measures for misconduct in live streaming e-commerce from the perspective of media ethics. It advocates starting from the principle of the greatest happiness to pursue the maximization of public interest and avoid catering to the bad tastes of a minority. It emphasizes that anchors and platforms should uphold honest business practices, avoid misleading consumer behavior, and enhance the industry’s image. It underscores the importance of adhering to fairness and justice, striking a balance between commercial interests and public interests. It also advocates for fostering a user-friendly online environment and eliminating excessive consumption caused by marketing tactics. Only by setting higher ethical standards for misconduct can we promote the healthy development of the live streaming e-commerce industry and shape a clear and harmonious cyberspace.