Abstract：As a kind of e-commerce, live commerce conducts transactions by means of video-based social interaction, and is an interactive communication behavior that persuades the audience to purchase products and services. Live commerce includes three steps: live broadcast warm-up, live broadcast process and live broadcast feedback, involving two interactive contexts of social media platform and virtual live broadcast room. This study applies a comprehensive framework for multimodal analysis and audience design theory to analyze a corpus of live playback videos and related social media comments. The findings show that in the context of social media, the hosts guide the audience to participate in their live broadcasts through traditional social discourse design such as “frequent use of interactive symbols” and “emotional personal expression”. Moreover, in the context of live broadcast, the close experience brought by the vertical screen and the high-modal background element coding in the live room provide the audience with a good experience atmosphere. During the live broadcast, speech is the main modality. As the speaker, hosts usually use strategies such as opening remarks, conversation history, and body posture to arouse the interaction with the audience and enhance the audience’s participation and purchase intention. The effects of live commerce on contemporary language life are as follows: (1) The nature of language as a factor of production becomes more prominent and language consumption helps stimulate economic development. (2) Language development is strongly influenced by the internet: the
update speed is accelerating; fragmented expression dominates the discourse; virtual language life features a high degree of multimodal interaction. (3) The discourse strategies of live streaming promote the development of language service industry.
王宇波，潘丹婷. 直播带货中的多模态语言互动[J]. 语言战略研究, 2022, 7(3): 34-46.
Wang Yubo and Pan Danting. Research on Multimodal Interaction in Taobao Live Streaming. , 2022, 7(3): 34-46.
