网络直播带货给当代大学生带来的价值困境探析

Analysis of the Value Dilemma Brought by Network Broadcast to Contemporary College Students

摘要: 直播带货是互联网技术和经济社会发展的大势所趋，为国内经济发展注入了新的活力的同时还深受大学生群体的欢迎，具有一定的积极影响，但是其非理性的方面也给大学生带来了不少的价值困境：网络直播带货内容繁杂使大学生接受的信息碎片化、网络直播带货产生的消费异化现象导致大学生丧失主体能动性、信息呈现方式的瞬时性缩短大学生的理性思考、部分资本不当竞争带来的功利主义影响大学生消费观念。因此，文章从理论与逻辑的角度出发，探析网络直播带货给当代大学生带来的价值困境，以此帮助大学生看到网络直播带货中潜藏的“价值危机”，从而树立正确的消费观。

Abstract: Live with goods is the trend of The Times of Internet technology and economic and social devel-opment, for domestic economic development also welcomed by college students, has certain positive influence, but its irrational aspects also brings a lot of value dilemma: live webcast with cargo content make college students to accept information fragmentation, live webcast with goods consumption alienation phenomenon leads to the loss of subject initiative, information presentation way of instantaneous to shorten the college students’ rational thinking, part of improper capital competition of utilitarianism influence college students’ consumption concept. Therefore, from the perspective of theory and logic, this paper explores the value dilemma brought by webcast to contemporary college students, so as to help college students see the potential “value crisis” hidden in the webcast, so as to establish a correct consumption concept.