文化工业理论视角下直播带货的异化表征探析

An Analysis of the Alienation Manifestations of Live-streaming Shopping from the Perspective of Cultural Industry Theory

摘要: 在互联网媒介高速迭代的背景下，以法兰克福学派对文化工业的批判为核心分析框架，结合相关理论深入挖掘现代社会当中直播带货的失范现象及衍生的消极影响。研究立足于目前直播带货行业的现状、依托文化工业的批判视角进行分析，指出直播带货领域当前的文化工业的具象表征与深层弊端。让受众直观感受现在直播带货带给我们的深刻影响，简要了解直播带货的程序化、娱乐化、强制化和垄断性支配，正视其可能引发的诸如：认知消解、内容低俗、深陷消费泥潭等消极后果，进而引导公众及时有意识地、主动地调整自己的思维、媒介使用认知与行文，实现对直播带货媒介实践的理性审视与主动规避。

Abstract: Against the backdrop of the rapid iteration of Internet media, taking the Frankfurt School’s criticism of the cultural industry as the core analytical framework, and combining relevant theories, this paper deeply explores the disorderly phenomena of live-streaming sales in modern society and the resulting negative impacts. This research is based on the current situation of the live-streaming e-commerce industry and analyzes it from a critical perspective of the cultural industry, pointing out the concrete manifestations and deep-seated drawbacks of the current cultural industry in the live-streaming e-commerce field. Let the audience directly experience the profound impact that live-streaming sales bring to us now, briefly understand the proceduralization, entertainment, compulsiveness and monopolistic dominance of live-streaming sales, and face up to the possible causes such as: Negative consequences such as cognitive dissolution, vulgar content, and being trapped in the quagmire of consumption, thereby guiding the public to consciously and proactively adjust their thinking, media usage cognition and writing style in a timely manner, and achieving a rational review and active avoidance of the media practice of live-streaming sales.