拟剧理论视角下直播带货的情景构建与崩溃

Situation Construction and Collapse of Live Streaming Commerce from the Perspective of Dramaturgical Theory

摘要: 由于网络直播行业的蓬勃发展，直播卖货已成为数字经济的重要组成部分，其构建的虚拟社交空间重塑了商家与消费者的互动模式。本文以欧文·戈夫曼的拟剧理论为核心，结合情景崩溃理论，系统剖析直播卖货从前期准备、中控协同到后期复盘的全流程运作逻辑。研究聚焦直播卖货中的互动机制与风险问题，重点分析主播及剧班的前台形象塑造(含服饰、语域、氛围搭建等策略)、后台协同管理(商品选择、节奏把控、粉丝维护等环节)，并探讨情景崩溃的四大核心成因——后台前移引发的心理契约压力、角色扮演过度导致的角色距离拉大、印象管理偏差造成的框架矛盾、剧班协作紊乱引发的互动失当。本文的研究旨在揭示数字媒介场景下直播卖货的互动本质与风险诱因，为直播行业的规范化运营、主播形象管理及社交生态优化提供理论参考与实践启示。

Abstract: With the vigorous development of the live streaming industry, live streaming commerce has become an important component of the digital economy. The virtual social space it constructs has reshaped the interaction mode between merchants and consumers. Taking Erving Goffman’ Dramaturgical Theory as the core and combining it with the Situation Collapse Theory, this paper proposes the concept of “middle stage” (defining the live broadcast room as a gray area where the front stage and back stage overlap) and systematically analyzes the full-process operation logic of live streaming commerce, ranging from pre-preparation, central control coordination to post-event review. Focusing on the interaction mechanisms and risk issues in live streaming commerce, the study emphasizes the analysis of front-stage image building of anchors and their teams (including strategies such as clothing selection, register adjustment, and atmosphere construction) and back-stage collaborative management (links such as product selection, rhythm control, and fan maintenance). It also explores the four core causes of situation collapse: psychological contract pressure caused by the advancement of the backstage, widened role distance due to excessive role-playing, framework contradictions resulting from improper impression management, and interactive misconduct induced by chaotic team collaboration. The purpose of this study is to reveal the interactive essence and risk triggers of live streaming commerce in the digital media scenario, and to provide theoretical references and practical implications for the standardized operation of the live streaming industry, anchor image management, and the optimization of the social ecology.