Proceedings of the 2023 2nd International Conference on Public Culture and Social Services (PCSS 2023)

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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_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.

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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
10.2991/978-2-38476-130-2_38
ISSN
2352-5398
DOI
10.2991/978-2-38476-130-2_38How to use a DOI?
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

risenwbib
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  -