直播营销场景中的符号消费理论研究

Research on Symbolic Consumption Theory in Live Marketing Scenarios

摘要: 本研究以符号消费理论为理论支点，聚焦直播营销场景中符号系统的重构机制与消费实践异化问题，探讨超真实消费场域生成范式的理论命题与批判向度。基于鲍德里亚的拟像理论与梅洛–庞蒂的具身化符号互动理论，系统阐释了直播场域内视觉符号的幻象生产机制、语言符号的认知规训体系以及情感符号的资本剥削逻辑，揭示了符号资本转化率作为新型价值评估参数对消费决策系统的渗透性操控规律。研究发现，直播间的符号生产遵循由商品符号化到符号商品化再到符号权力化的螺旋式增殖路径，形成虚实嵌套的消费异化现象。本文突破传统营销理论带有的功能主义范式，引入具身认知理论，为直播营销的符号治理与伦理规制提供学理依据，同时为数字经济时代的消费文化批判开辟新视角。

Abstract: This study takes the theory of symbolic consumption as its theoretical fulcrum, focusing on the reconstruction mechanism of the symbolic system and the alienation of consumption practices in the context of live-streaming marketing, and explores the theoretical propositions and critical dimensions of the generation paradigm of the hyperreal consumption field. Based on Baudrillard's simulacrum theory and Merleau-Ponty’s theory of embodied symbolic interaction, it systematically elaborates on the illusion production mechanism of visual symbols, the cognitive discipline system of linguistic symbols, and the capital exploitation logic of emotional symbols within the live-streaming field, and reveals the penetrating manipulation law of symbolic capital conversion rate—regarded as a new value evaluation parameter—on the consumption decision-making system. The study finds that the symbolic production in live-streaming rooms follows a spiral proliferation path from commodity symbolization to symbol commodification and then to symbol empowerment, forming a consumption alienation phenomenon characterized by the interweaving of the virtual and the real. Breaking through the functionalist paradigm inherent in traditional marketing theories, this paper introduces the theory of embodied cognition, which not only provides a theoretical basis for the symbolic governance and ethical regulation of live-streaming marketing but also opens up a new perspective for the criticism of consumer culture in the era of digital economy.