符号消费理论视域下的“网红直播带货”反思  

Reflection on Influencer Live-streaming from the Perspective of the Theory of Symbolic Consumption

作　　者：王娜[1] 牛奔 WANG Na;NIU Ben(School of Marxism Studies,Dalian University of Technology,Dalian 116024,China)

机构地区：[1]大连理工大学马克思主义学院,辽宁大连116024

出　　处：《大连理工大学学报（社会科学版）》2023年第1期122-128,共7页Journal of Dalian University of Technology(Social Sciences)

基　　金：国家社会科学基金项目“移动互联网技术与奢侈消费关系的哲学研究”(16CZX023);辽宁省社会科学规划基金项目“移动互联网平台治理的哲学研究”(L22BZX004)。

摘　　要：“网红直播带货”作为一种新兴平台经济模式,受到越来越多社会群体的青睐,成为互联网消费的新增长点。在“网红”直播间里,人的消费境遇时空被重置,即时即地的交易互动、情感体验和组织动员,渲染和放大了用户的消费情绪,同时压缩了其理性反思的时间。“网红”对“粉丝”而言成为一种价值符号和情感皈依,直播带货使“网红”与商品构建起一种背书关系,随着“网红”的符号属性被不断放大,商品的功能性价值逐渐被象征性价值所遮蔽。在“网红”直播间消费,本质上是一种以移动互联网技术为中介和手段的被主播和电商平台共同操纵的符号消费。“网红直播带货”能够有效利用私域流量变现,在一定程度上具有拉动消费的作用,但其亦可能成为操控话语秩序、意识形态和社会生活的一种特权,需要以辩证和审慎的态度引导和规范其发展。As an emerging platform economic model,influencer live-streaming is becoming a new growth sector of internet consumption for it is favored by more and more social groups.In the live broadcasting roomsl the time and space of the consumption situation of consumers are reset,and consumption moods of consumers are rendered and amplified by real-time transaction interaction,emotional experience and organizational mobilization while the time of rational reflection is compressed.Influencer becomes a kind of value symbol and emotional attachment for the fans.The live-streaming of influencers enables commodities to build an endorsement relationship with the influencers.With the symbolic attributes of influencers being constantly enlarged,the functional value of commodities is gradually covered by the symbolic value.Consumption in live broadcasting rooms is essentially a kind of symbolic consumption manipulated by the anchor and the e-commerce platform with mobile Internet technology serving as the intermediary and the means.Influencer live-streaming,which effectively changes private traffic to cash,can stimulate social consumption to a certain extent.However,the live-streaming of influencers may also become a privilege which manipulates discourse order,ideology and social life.It is necessary to guide and regulate the influencers doing live-streaming with dialectical and prudent attitude.

关 键 词：“网红直播带货” 符号消费 平台经济 

分 类 号：B824.5[哲学宗教—伦理学]