直播带货中的“场”构建：主播与平台间的传播权力分配分析

“Field” Construction in Live Stream E-Commerce: An Analysis of the Distribution of Communicative Power between Streamers and Platforms

摘要: 在直播电商快速发展的背景下，平台与主播之间的传播权力关系成为传播研究的重要议题。本文以布迪厄的“场域理论”为理论基础，结合传播政治经济学视角，从结构建构、权力博弈与行为反馈三重维度分析直播带货中的传播场域构成机制。研究指出：平台通过算法规训、内容设定与规则嵌套掌控传播结构性权力，主播则依托粉丝互动与话语实践争取象征资本；消费者的参与行为不仅是被动接受，更通过情感表达与数据反馈参与场域再生产。直播电商“场”呈现出一种由技术资本、象征资本与情绪机制共同驱动的动态传播生态。基于此，本文提出制度透明、主播协作与用户素养三方面的优化路径，以期推动传播权力关系向更平衡、开放的方向演进。

Abstract: With the rapid development of livestreaming e-commerce, the distribution of communicative power between platforms and streamers has emerged as a critical issue in media studies. Drawing on Bourdieu’s “field theory” and the perspective of political economy of communication, this paper explores the mechanisms of field construction, power negotiation, and behavioral feedback within the livestreaming commerce environment. The study finds that platforms dominate the structural power through algorithmic governance and rule-setting, while streamers strive for symbolic capital via content practices and fan engagement. Meanwhile, consumers actively contribute to the reproduction of the communicative field through emotional responses and behavioral feedback. The livestreaming field thus functions as a dynamic ecosystem driven by technological capital, symbolic power, and emotional mechanisms. Accordingly, this paper proposes optimization strategies focusing on institutional transparency, streamer collaboration, and user media literacy to promote a more balanced and participatory communication structure.