跨文化语境下中文商业话语的规范问题研究——以电商直播虚假宣传现象及媒介伦理法规约束为例

Research on the Normative Issues of Chinese Business Discourse in Cross-Cultural Contexts—A Case Study of False Advertising in E-Commerce Live Streaming and the Constraints of Media Ethics and Laws

摘要: 随着数字经济的快速发展，电商直播作为电子商务领域的重要创新形态，正在深刻改变消费者的购物方式与市场传播结构。然而，在电商直播高速扩张的同时，虚假宣传问题频繁出现，已成为影响行业健康发展的突出隐患。本文立足电子商务研究，在跨文化视角下梳理电商直播虚假宣传主要表现形式的基础上，从媒介伦理与法律规制两个层面展开分析，探讨跨文化语境下信息理解差异对虚假宣传传播效果的影响。研究认为，主播逐利动机、平台监管机制不足以及跨文化语境中的信息不对称，是虚假宣传屡禁不止的重要原因。通过细化直播场景下的法规适用、强化平台主体责任、提升从业者媒介伦理意识，并关注跨文化语言传播规范，有助于推动电商直播行业规范、有序与可持续发展。

Abstract: With the rapid development of the digital economy, e-commerce live streaming, as an important innovative form in the e-commerce field, is profoundly changing consumers’ shopping methods and market communication structures. However, while e-commerce live streaming is expanding at a high speed, false advertising issues frequently arise, becoming a prominent hidden danger affecting the healthy development of the industry. Based on e-commerce research, this article, from a cross-cultural perspective, sorts out the main manifestations of false advertising in e-commerce live streaming and analyzes from the two aspects of media ethics and legal regulation, exploring the impact of information understanding differences in a cross-cultural context on the dissemination effect of false advertising. The research suggests that the profit-driven motives of live streamers, insufficient platform supervision mechanisms, and information asymmetry in a cross-cultural context are important reasons for the persistence of false advertising. By refining the application of regulations in live streaming scenarios, strengthening the main responsibility of platforms, enhancing the media ethics awareness of practitioners, and paying attention to cross-cultural language communication norms, it is conducive to promoting the standardized, orderly and sustainable development of the e-commerce live streaming industry.