异化理论视域下电商直播的多重异化研究——以抖音APP为例

Research on Multiple Alienation of E-Commerce Live Streaming under the Perspective of Alienation Theory—Taking Douyin APP as an Example

摘要: 电商直播带货已成为一种新型的网络营销方式，为消费者提供了更接近现实的购物体验。抖音作为短视频行业的头部平台，在推广电商直播方面具有多元化的直播内容生态。电商直播迅猛发展的同时，抖音电商直播多重的异化现象也愈加凸显。本文基于异化理论，深入剖析了抖音电商直播中存在的多重异化现象。提出了提升主播素质规范其行为、保护消费者权益和强化监管完善法规体系等矫正措施。通过实施这些措施，可以有效消除抖音电商直播中的异化现象，促进电商行业的可持续发展。

Abstract: E-commerce live streaming has become a new type of online marketing, providing consumers with a shopping experience closer to reality. As a leading platform in the short video industry, Douyin has a diversified live broadcast content ecology in promoting e-commerce live broadcasts. While e-commerce live broadcast is developing rapidly, the multiple alienation phenomenon of Douyin e-commerce live broadcast is also becoming more and more prominent. Based on the theory of alienation, this paper deeply analyzes the multiple alienation phenomena existing in Douyin e-commerce live broadcast. Corrective measures such as improving the quality of anchors, standardizing their behavior, protecting the rights and interests of consumers, strengthening supervision and improving the legal system are proposed. By implementing these measures, the alienation in Douyin e-commerce live broadcast can be effectively eliminated and the sustainable development of the e-commerce industry can be promoted.