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
- DOI
- 10.2991/978-2-38476-130-2_38How 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.
Cite this article
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 -