Emotional Operation In Visual Consumption

With the gradual transformation of Chinese society to consumption society,visual production and symbol consumption are more popular with consumers.Therefore,the online live broadcasting with the main features of visual consumption has developed vigorously,and in 2016,it has formed a wave of nationwide live broadcasting.Concept of emotional labor,as put forward by American sociologist Hochschild,and her emotional labor is defined as "emotional management for employees,suppressed emotions or feelings,disguise form contacts object can be observed that facial expressions or body language,so that affect the feeling of the communicative object".In the triangle relationship between "labor and capital",as the management,the management requires the workers to inject emotional factors into the labor process to provide consumers with a pleasant emotional experience.Customers' demands for the consumption process,service quality and emotional experience also dominate the labor process and service mode of the laborers.Emotional factors have become more and more involved in the labor process,changing the traditional "labor-capital-customer" triangle relationship.Under the current development of network broadcasting,network broadcast shows typical emotional labor form.Through emotional adaptation,emotional performance,emotional transformation,emotional feedback and emotional compensation,anchors can transform their emotional input into economic benefits.In the process,the appeal of net-work audience forms the core of the anchor's emotional labor.How to use the relationship operation skill to complete the emotional labor surface performance and the deep perfor-mance,induces the audience to consume,becomes the anchor emotional labor key place.At first,most female anchors have psychological discomfort,experience the "de-dignified",calm response to online violence,and skillfully defuse the embarrassing process of the broadcast,and the anchor has completed the role adaptation.In the early stage of live performance,using self-promotion,big anchor' s visiting,and team operation skills,an?chors can quickly absorb fans and attract large traffic.By creating a kind of warm and sincere atmosphere,the anchorwoman will complete self-promotion,initially accumulate the original fans and form her personal style.Next,there is a key link in the labor process-emotional transformation.Using a series of strategies,the anchorwoman realizes the output from emotional labor to material return,and obtains labor remuneration.At the same time,in order to develop in the long run,the anchor will give feedback to the audience from both material and spiritual levels to meet the higher emotional needs of the audience.However,in the process of emotional labor,anchors exhaust a large amount of real emotions,which may lead to job burnout and emotional exhaustion.With the help of organizational care and anchor personal emotion regulation,the emotional relief valve mechanism is built.When the emotional crisis comes,some anchors use the relief valve mechanism to make the leap smoothly.Some anchors fail to adjust and quit.At this point,the female anchors complete the full path of emotional labor.Based on the whole process of emotional labor of female anchors,this paper deeply analyzes the relationship operation strategy and emotional labor process of female anchors.Incorporate the live performance of network anchors into emotional labor analysis frame-work,dig the labor relations in the process of operation and emotional skills,we can fully realize anchorwoman' s emotional labor process,make a rational interpretation about the live webcast ecological system.