直播电商中的“消费美学”：符号、表演与欲望的生产

“Consumption Aesthetics” in Live-Streaming E-Commerce: Symbols, Performances and the Production of Desire

摘要: 随着中国直播电商的快速发展，各类主播在直播间中不仅承担销售职能，更成为消费美学的实践者。直播电商展现出从“流量争夺”到“体验竞争”的转型趋势，“消费美学”逐渐成为连接平台、品牌、主播与消费者的核心纽带，其通过符号建构、表演实践与欲望生产的协同作用，深刻重塑了数字时代的消费逻辑。本文基于直播电商背后的符号、表演与欲望三层核心逻辑，探讨直播电商如何通过视觉符号、语言表演与情感互动生产消费者欲望，以引发对于数字时代直播电商发展的哲学思考。通过系统剖析直播电商中消费美学的符号系统构成、多元主体的表演实践逻辑，以及欲望从生产到转化的完整机制，进一步探讨其对现代消费行为、品牌象征价值以及消费者主体性与理性选择的哲学启示，为理解数字时代消费行为与品牌深度发展提供重要意义。

Abstract: With the rapid development of live-streaming e-commerce in China, various live-streamers in the live-streaming rooms not only undertake sales functions but also become practitioners of consumption aesthetics. Live-streaming e-commerce shows a transformation trend from “traffic competition” to “experience competition”, and “consumption aesthetics” has gradually become the core link connecting platforms, brands, live-streamers and consumers. Through the collaborative effect of symbol construction, performance practice and desire production, it has profoundly reshaped the consumption logic in the digital age. Based on the three core logics of symbols, performances and desires behind live-streaming e-commerce, this paper explores how live-streaming e-commerce produces consumers’ desires through visual symbols, language performances and emotional interactions, to trigger philosophical reflections on the development of live-streaming e-commerce in the digital age. By systematically analyzing the composition of the symbol system of consumption aesthetics in live-streaming e-commerce, the performance practice logic of multiple subjects, and the complete mechanism of desire from production to transformation, this paper further explores its philosophical implications for modern consumption behavior, brand symbolic value, and consumer subjectivity and rational choice, providing significant importance for understanding consumption behavior and the in-depth development of brands in the digital age.