网络直播营销中的话语适用度研究——基于扎根理论研究法  

Research on Discourse Applicability in Network Broadcast Marketing Based on Grounded Theory Research Method

作　　者：王苑丞[1] 曾要 WANG Yuan-Cheng;ZENG Yao(School of Literature and Journalism, Xiangtan University, Xiangtan, Hunan 411105, China)

机构地区：[1]湘潭大学文学与新闻学院,湖南湘潭411105

出　　处：《湘潭大学学报（哲学社会科学版）》2022年第2期188-192,F0003,共6页Journal of Xiangtan University:Philosophy And Social Sciences

基　　金：湖南省哲学社会科学一般项目:“智能时代公益广告创作发展研究”(20YBA246)。

摘　　要：选题的研究运用扎根理论,通过深度访谈来获得一手资料,使用Nvivo软件经过三级编码,搭建起网络直播营销中的话语如何影响观众的模型,提炼出主播层面、产品层面、话语乱象层面、观众层面四大核心范畴。前三者互相交融,共同作用于观众层面,以影响最终的购买决策。表现在,作为网络直播营销活动的主导者“主播”,个人的专业能力与语言习惯决定着能否得到观众的认可;产品的讲解重心常能强化或者弱化观众的消费欲望;直播中的话语乱象折射出当下网络直播营销中的诸多问题。注重对关联主播个人、产品信息、话语乱象的直播话语进行适用度的调控,使其良好地作用于观众并规范网络直播营销,能够促进合理的消费并达成主播、商家与观众(消费者)的共赢以推动社会经济的发展。The research of this selected project utilizes grounded theory to obtain first-hand information through in-depth interviews,uses three-level coding of Nvivo software to build a model that shows how discourse affects audience in network live broadcast marketing,and extracts four core categories at the anchor level,the product level,the discourse chaos level and the audience level.The first three interact with each other and work together at the audience level to influence the final purchase decision.It is manifested by the following aspects:the anchor is a dominant figure in network live broadcast marketing activities,and his/her personal professional ability and language habits determine whether he/she can be recognized by the audience;the focus of product explanation can often strengthen or weaken the audience’s consumption desire;the discourse chaos in the live broadcast reflects many problems in the current online live broadcast marketing.So,emphasis should be laid on regulating the applicability of live broadcast discourse related to the anchor,product information,and discourse chaos so as to make them act well on the audience and regulate the online live broadcast marketing.This can promote reasonable consumption and achieve a win-win situation for anchors,merchants and audiences(consumers)to propel the society economy forward.

关 键 词：主播话语 消费欲望 扎根理论 

分 类 号：G206[文化科学—传播学]