Exploring The Innovation Of The Communication Strategy Of Officials’ Live Broadcast Of Goods From The Perspective Of Scene Communication

Officials’ live broadcast of goods is still a relatively new concept at the moment.The essence is to use the form of live broadcast on e-commerce platforms,with officials as anchors in the live broadcast room,and unsalable agricultural and sideline products in poverty-stricken areas as the products in the live broadcast room.In the form of scene construction,a new type of agricultural product sales model was born through the combination of people and goods yards.Due to the special political significance of official live broadcast of goods,this kind of live broadcast of goods has also begun to attract the attention of academic circles.Through the integration of agricultural and sideline products and the live broadcast sales model,the official live broadcast of the goods has achieved a unique scene communication value and social effect.The rise and rapid development of live broadcast by officials have benefited from such factors as the implementation of Chinese government policies,the initiative of the main body of officials,the unsalable status of agricultural and sideline products,a favorable market environment,and consumer demand.In this paper,I use the theory of scene transmission to analyze and study the official live broadcast with goods.The rapid development of media and new media technology has brought people into the era of mobile scene.In this new era,people have a higher demand for scene information,and the official live broadcast with goods itself is the innovative construction and grasp of live broadcast scene.Robert Scoble once pointed out that the construction of any scene cannot be separated from the five forces.It can be said that the arrival of the scene era has promoted the expansion of the sales channels of agricultural and sideline products in China,and the arrival of the epidemic has made special agricultural and sideline products onto the great stage of the era of live broadcast with goods.In the first part of this paper,the research situation of the theory of scene communication and the background and significance of the research on officials’ live-broadcast carrying goods through scene communication are summarized,and the research problems and methods are clarified.In the second part,it introduces the related concepts of official live broadcast with goods and scene communication theory,and associates them,so as to reflect the feasibility of using scene communication theory to study official live broadcast with goods.In the third part,it systematically analyzes the background conditions of the rise of official live broadcast with goods,and simply explains the rise of official live broadcast with goods through the three stages.In the fourth part,it explains the six performances of the construction of the scene of officials live broadcasting with goods: the perceptible integration of production and sales,the interaction and communication between officials and the people,officials’ governing ability and friendly attitude,government behavior to promote sales and rebuild consumer trust;Using the "Five Forces of Scene" proposed by Robert Schroeber et al.,this paper explains the concrete embodiment of "Five Forces" in officials’ live broadcast of carrying goods,and summarizes the three scene communication values of officials’ live broadcast of carrying goods: transmitting mainstream symbol value,bringing emotional marketing value and alleviating poverty and poverty alleviation effect.In the fifth part,the author discusses the existing legal supervision dilemma,agricultural and sideline products dilemma and official subject dilemma in the scene of official live broadcast with goods.In the sixth part,in view of the three dilemmas mentioned above,the legal guarantee,product optimization and personnel upgrading suggestions are put forward respectively.In the seventh part,the author makes a systematic summary and elaboration of the full text.