电商直播话术中的平台规训研究——基于带货主播的自我民族志视角

A Study on Platform Disciplining in E-Commerce Live-Streaming Scripts—From the Perspective of Autoethnography of Live-Streaming Host

摘要: 21世纪以来，信息技术出现了蓬勃增长的态势，以此为基础的各种互联网业态也不断涌现，网络直播就是其中之一。近年来网络直播繁荣发展，其规范性和平台规则也逐渐得到完善，但是在带货主播直播时的话术表达上，笔者发现出现了一种“矫枉过正”式的话语异化现象。即出于对直播平台规则的遵守和服从下，主播们的直播话语出现了“平替式”表达，由此产生了诸多不宜的情形。因此，本文基于笔者兼职带货主播的体验出发，以自我民族志的方式阐释带货主播在直播中出现的这一话语异化现象，试图以福柯的规训理论和平台规则模糊作为解释原点，并给出相应的建议，以期对电商直播这一网络经济新业态发展形成助力。

Abstract: Since the 21st century, information technology has experienced explosive growth, giving rise to a multitude of internet-based business models, with live streaming being one of them. In recent years, as online live streaming has flourished, its regulations and platform rules have gradually improved. However, the author has observed a phenomenon of “overcorrection” in the script used by live-streaming hosts promoting products. Specifically, in their efforts to comply with and conform to platform rules, hosts have adopted a “generic substitute” live-streaming scripts, leading to numerous inappropriate situations. Therefore, drawing from the author’s experience as a part-time live-streaming host, this paper employs an autoethnographic approach to interpret this linguistic distortion phenomenon. It seeks to explain it through Foucault’s theory of discipline and the ambiguity of platform rules, offering corresponding suggestions to contribute to the development of e-commerce live streaming as a new form of the internet economy.