符号互动视角下图书直播的符号建构研究

A Study on the Symbolic Construction of Book Live Streaming from the Perspective of Symbolic Interactionism

摘要: 本文基于符号互动理论，并结合戈夫曼的拟剧理论视角，选取典型图书直播间作为案例，采用网络参与式观察法与文本分析法，系统探究图书直播中的符号建构逻辑、意义互动机制及核心特征，进而揭示其现存困境并提出微观优化路径。研究发现，图书直播普遍构建了“人物–内容–情境”三维符号体系，主播通过“前台”表演实现文化传播与商业转化的双重目标；意义互动以“主我–客我”为核心动力，完成文化价值与情绪价值的双重供给，并通过认知提升、情感驱动、群体认同三条路径转化为消费行为；当前行业存在符号稳定性不足、产品符号价值弱化、互动生态异化等困境。对此，研究提出应转向微观的符号操作实践，即通过精修人物表演、活化情境建构、净化互动生态三大策略，系统提升直播间的符号效能，为其实现商业价值与文化价值的协同发展提供具象化的理论支撑与实践指引。

Abstract: Based on symbolic interactionism and Goffman’s dramaturgical perspective, this paper selects typical book live streaming rooms as cases, employing online participatory observation and text analysis to systematically investigate the symbolic construction logic, meaning interaction mechanism, and core characteristics of book live streaming. It further reveals existing industry dilemmas and proposes micro-level optimization paths. The research finds that book live streaming commonly constructs a three-dimensional symbolic system of “character-content-context”, through which hosts achieve the dual goals of cultural communication and commercial transformation via “front-stage” performance. Meaning interaction, driven by the “I-me” dynamic, fulfills the dual provision of cultural value and emotional value, which is then translated into consumption behavior through three paths: cognitive enhancement, emotional drive, and group identity. Current industry challenges include insufficient symbolic stability, weakened product symbolic value, and an alienated interactive ecology. In response, the study advocates for a shift towards micro-level symbolic operations—specifically, refining character performance, revitalizing contextual construction, and purifying the interactive ecology. These strategies aim to systematically enhance the symbolic efficacy of live streaming rooms, providing concrete theoretical support and practical guidance for the coordinated development of commercial and cultural value.