符号、情感与规训：直播带货狂欢仪式的文化动因与权力机制研究

Symbol, Emotion, and Discipline: A Study on the Cultural Motivations and Power Mechanisms behind the Carnival Ritual of Live Stream E-Commerce

摘要: 本文以巴赫金的狂欢理论为分析框架，结合符号消费与情感劳动理论，对直播带货现象进行文化层面的深度解析。研究发现，直播带货通过构建独特的符号系统与仪式化流程，成功塑造了一个充满情感张力的数字狂欢空间。在这一空间中，特定的语言策略、视觉呈现和互动规则共同作用，实现了从商业信息传递到情感能量聚集的转换。研究进一步揭示，这种看似自由的狂欢仪式背后存在着精密的商业规训机制，通过情感动员和身份建构引导消费行为，同时也在重塑当代青年的消费观念与文化认知。本文从符号建构、情感动员和权力机制三个维度系统剖析了直播带货的文化逻辑，为理解数字时代的消费文化变迁提供了新的理论视角。研究还发现，直播带货的狂欢仪式不仅是一种商业创新，更是一种深刻的文化实践，它通过特定的符号运作机制和情感动员策略，重构了数字时代的消费文化景观。

Abstract: This study employs Bakhtin’s carnival theory as an analytical framework, integrating theories of symbolic consumption and emotional labor to conduct a cultural-level analysis of the live streaming commerce phenomenon. The research finds that live streaming commerce successfully constructs a digital carnival space full of emotional tension through the establishment of a unique symbolic system and ritualized processes. Within this space, specific language strategies, visual presentations, and interactive rules work together to achieve a transformation from commercial information transmission to emotional energy aggregation. The study further reveals that behind this seemingly free carnival ritual lies a sophisticated mechanism of commercial discipline, which guides consumption behavior through emotional mobilization and identity construction, while simultaneously reshaping contemporary youth’s consumption concepts and cultural perceptions. This paper systematically analyzes the cultural logic of live streaming commerce from three dimensions—symbolic construction, emotional mobilization, and power mechanisms—providing a new theoretical perspective for understanding the transformation of consumption culture in the digital age. The research also discovers that the carnival ritual of live streaming commerce is not only a business innovation but also a profound cultural practice that reconstructs the consumption culture landscape of the digital era through specific symbolic operation mechanisms and emotional mobilization strategies.