娱乐经济中的劝服实现:娱乐体验与听觉修辞——基于直播带货的研究  

The Realization of Persuasion in the Entertainment Economy:Entertainment Experience and Auditory Rhetoric--A Study Based on Live-streaming E-commerce

作　　者：申启武[1] 宋佳辰 SHEN Qiwu;SONG Jiachen

机构地区：[1]暨南大学新闻与传播学院,广东广州510632

出　　处：《福建师范大学学报(哲学社会科学版)》2025年第2期115-126,170,171,共14页Journal of Fujian Normal University:Philosophy and Social Sciences Edition

基　　金：国家社会科学基金一般项目“移动传播时代广播生态化发展战略研究”(20BXW034)。

摘　　要：作为娱乐经济的重要模式,直播带货正在重塑数字时代的消费实践。直播带货通过娱乐体验与听觉修辞的互构,对直播间的声音要素进行整合排布,将携带表征意义的声音隐藏在纯粹接触、外在激励与兴奋转移等心理机制中,进而完成对用户的心理催化、感官激活与隐形规训。这一过程以感知经验的仿拟促成交互,以精细化的声音布局创设愉悦感受,并通过知识与权力的配置促成不易察觉的劝服。直播带货中的声音实践成为资本介入用户生活、重构消费秩序的隐形工具,使主体性面临被娱乐化内容侵蚀的风险。在肯定直播带货高度可控性与交互性的同时,也需对其中消费主义的渗透与资本对主体性的操控保持审慎的态度,以推动更加健康、理性且可持续的娱乐经济生态的构建。Live-streaming e-commerce,as a key model of the entertainment economy,is reshaping consumption practices in the digital era.By intertwining entertainment experience with auditory rhetoric,it strategically integrates and arranges sound elements within live-streaming spaces,embedding these sounds with representational significancethrough psychological mechanisms such as mere exposure,extrinsic motivation,and excitation transfer.This process catalyzes users'psychology,activates their senses,and subtly disciplines their behavior.It fosters interaction through simulated perceptual experiences,creates pleasurable sensations through meticulously designed auditory arrangements,and facilitates imperceptible persuasion through the configuration of knowledge and power.These auditory practices in live-streaming e-commerce serve as a covert tool for capital to infiltrate users'lives and restructure consumption patterns,posing a risk to subjectivity by potentially eroding it with entertainment-driven content.While acknowledging the high controllability and interactivity inherent in live-streaming e-commerce,it is essential to remain cautious of the infiltration of consumerism and capital's manipulation of subjectivity within these practices,thus fostering the development of a healthier,more rational,and sustainable entertainment economy.

关 键 词：直播带货 短视频 娱乐传播 声音 娱乐经济 消费主义 

分 类 号：G206[文化科学—传播学]