The Enhancement of Scene and Expression: Deconstructing and Activating the Discourse Strategies of E-commerce Anchors ——Based on A Comparative Study of Two Kinds of Anchors’ Words

Yi Liu; Lewei Chen; Erqi Sun

doi:10.2991/978-2-38476-130-2_38

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The Enhancement of Scene and Expression: Deconstructing and Activating the Discourse Strategies of E-commerce Anchors ——Based on A Comparative Study of Two Kinds of Anchors’ Words

Authors

Yi Liu¹^{, *}, Lewei Chen¹, Erqi Sun¹

¹Communication University of Zhejiang, Jiaxing, 314500, China

^*Corresponding author. Email: 3315453761@qq.com

Corresponding Author

Yi Liu

Available Online 29 October 2023.

DOI: 10.2991/978-2-38476-130-2_38 How to use a DOI?
Keywords: E-commerce anchor; scene; discourse; discourse strategy
Abstract: At present, E-commerce platforms, such as TikTok and Taobao have endowed chinese online audiovisual industry with continuously economic power. Based on the capital profit-seeking and data accumulation, the E-commerce anchors need to deepen their innovation in the limited space, so that they can hold the confidence not to be engulfed by consumption and network flow. According to the discipline theory of Michel Foucault and the scene theory of Joshua Merowitz, this paper compares, analyzes and summarizes the discourse of “passionate e-commerce broadcasting” and “gentle e-commerce broadcasting”, creating new discourse strategies to promote the healthy development of e-commerce anchors.
Copyright: © 2023 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of the 2023 2nd International Conference on Public Culture and Social Services (PCSS 2023)
Series: Advances in Social Science, Education and Humanities Research
Publication Date: 29 October 2023
ISBN: 978-2-38476-130-2
ISSN: 2352-5398
DOI: 10.2991/978-2-38476-130-2_38 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

ris enw bib

TY  - CONF
AU  - Yi Liu
AU  - Lewei Chen
AU  - Erqi Sun
PY  - 2023
DA  - 2023/10/29
TI  - The Enhancement of Scene and Expression: Deconstructing and Activating the Discourse Strategies of E-commerce Anchors ——Based on A Comparative Study of Two Kinds of Anchors’ Words
BT  - Proceedings of the 2023 2nd International Conference on Public Culture and Social Services (PCSS 2023)
PB  - Atlantis Press
SP  - 311
EP  - 318
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-130-2_38
DO  - 10.2991/978-2-38476-130-2_38
ID  - Liu2023
ER  -

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