Time,Body and Emotion:The Logic of the Construction and Gender Difference of Online Shopping Live
As a new form of consumption that is popular nowadays,the heterogeneity of live shopping has become the focus of research in consumer sociology and network sociology.Through participatory observation and online ethnography,this paper analyzes the construction logic of online shopping live broadcast in three dimensions:time,body and emotion.In the time dimension,consumers and anchors have formed a fragmented live broadcast browsing and continuous live broadcast strategy;Under the role of media,the bodies of anchors and consumers have realized the dual presence of display and projection;Through the discourse system and collective rituals,the anchor fully mobilizes the emotion-al factors of consumers.In essence,online shopping live streaming is a constructed product of the capitalist consumption logic of modernity,but it is also adapted to local culture in specific practices such as the formation of pseudo-kinship relationships.At the same time,there are also dif-ferent forms of gender differences in online shopping live broadcasts,and it is necessary to further establish a reflection on gender discrimination under the cover of capitalist consumption logic.
online shopping livetime accelerationphysical presenceemotional community
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