Study On The Language Use Status Of Taobao’s Highly Popular Live Streaming

While promoting economic development with its communication advantages,e-commerce live streaming has injected new vitality into online language and the broader sociolinguistic environment.In this paper,we use survey and statistical analysis to investigate the composition,usage and language ecology of Taobao’s highly popular live broadcast rooms in terms of the anchor’s language,pop-up comments and prompt text,in order to provide data reference and intellectual support for guiding practitioners to play their language function and build a harmonious language life.In terms of anchor language,the highly popular anchors inherited some characteristics of earlier online news broadcasts when hosting live e-commerce programs,and at the same time,in order to better complete online marketing,they showed characteristics such as faster speech speed,variable intonation,and quite infectious in speech;the choice of vocabulary was mostly industry terms and online buzzwords,and the majority of positive expressions for product promotion,using intimate titles and avoiding polar descriptions;the use of language paid attention to the simplicity and efficiency of oral broadcasting,and used emphasis,humor,and scene narration to enhance the expression effect at the right time.In terms of pop-up comments,live broadcasters are very diverse in their choice of vocabulary for accurate,vivid and novel expressions.In addition to traditional text messages,colorful visual and emotional symbols are also added to the pop-ups,and netizens have created a batch of creative and attitudinal new expressions by means of abbreviation,harmonization and Chinese character deconstruction.The language of the pop-ups is simple,mostly single sentences,with more freedom in the collocation and overlap of words,and the use of grammatical rules in multiple languages and the special use of punctuation marks add new meaning to the pop-up comments.In terms of prompting text,we included a variety of prompting text such as live studio titles,tags and hyperlinks,user titles,announcements and guide words,and propaganda slogans in our study.Compared with anchor phrases and pop-up comments,cue text has a higher priority and can appear prominently in the live broadcast room for a longer period of time,helping anchors and platform owners to provide more information about products and activities,highlighting brand image and guiding users’ consumption.The language ecology of the live broadcast room is an abstract summary of the speech ecology or discourse ecology of the live broadcast room,which is the result of the interaction between the language elements in the live broadcast room and their natural factors such as generation and transmission,as well as natural and social factors such as acquisition and use.In order to optimize the language ecology of the live broadcast room,we must use a comprehensive way of thinking to understand things,pay attention to the overall language use situation of the live broadcast room,advocate the concept of language ecology ethics,establish the discourse should exist awareness;at the same time to improve the local,e-commerce anchors can learn from the high popularity of the live broadcast room business practices,pop-up users in effective communication while playing the value of speech self-regulation,e-commerce platform to speed up the transformation of supervision and services,social responsibility,together with the local development to promote the development of the whole.