直播带货中的女性世界建构——以主播李佳琦为例  

Construction of Women’s World in Live Streaming——Take LI Jiaqi as an Example

作　　者：应思瑶 梅思宇 YING Siyao;MEI Siyu(Zhejiang Normal University,Jinhua 321004,China)

机构地区：[1]浙江师范大学,浙江金华321004

出　　处：《金华职业技术学院学报》2022年第2期88-92,共5页Journal of Jinhua Polytechnic

基　　金：浙江省教育厅一般项目(Y202045719)。

摘　　要：广告是一种梦想制造机,它运用各种符号制造出超现实的幻象,以此来激发用户的消费欲望。直播带货的本质就是广告,主播李佳琦擅长运用独特的言语为女性消费者建构共同幻想的世界,以激发其消费欲望。本文运用修辞幻象和女性主义等理论,从李佳琦建构的女性世界、建构缘由和文化反思三方面,解读李佳琦直播话术的独到构思和不当之处,力图为李佳琦的直播话术提供修正和改善之策,促进直播带货行业的良性发展。Advertising is a dream making machine, which uses various symbols to create surreal vision to stimulate users’ consumption desire. The essence of live streaming is advertising. LI Jiaqi is good at using unique words to build a fantasy world for female consumers and stimulate their consumption desire. This article uses the theories of rhetorical vision and feminism, interpreting the unique ideas and inadequacies of LI Jiaqi’s discourse from three aspects: the characteristics of the female world constructed by LI Jiaqi, the reasons for construction and cultural reflection, and tries to provide correction and improvement strategies for LI Jiaqi’s live streaming so as to promote the benign development of the live streaming industry.

关 键 词：直播带货 修辞幻象 女性世界 

分 类 号：H05[语言文字—语言学]