Research On The Image Of Film And Television Stars In E-commerce Live Broadcast In The Context Of Consumerism

The modern media society with eyeball economy has made stars an important resource.Stars can often cause extraordinary commercial repercussions.In recent years,stars with goods are frantically seizing the market share of e-commerce live broadcasting.Businessmen tacitly promote it into a fixed compound form to help them seek stable commercial income.When actors leave their roles and come to the e-commerce live studio,their image is by no means intact.After multiple transformations,it will only become more complex and mysterious.Up to now,there are still new stars playing guest roles or leading e-commerce live broadcasting,and the e-commerce live broadcasting room is very important as an auxiliary means to shape the identity of stars.This paper takes the consumer society as the research background,selects the film and television stars stationed in the e-commerce live broadcasting room as the research object,combines Richard Dale’s star research method and consumption theory as the research theory,and uses the performance theory,mass culture theory,gaze theory,pseudo drama theory,media situation theory and other relevant theories as auxiliary,Then it analyzes the digestion degree and trend of the image of film and television stars in the live broadcast room of e-commerce,and then discusses the gradual assimilation of the identity of the whole actor group in the live broadcast room.The full text consists of four chapters and three parts.Firstly,in the first part,the author mainly frames and summarizes the basic image of the film and television stars entering the e-commerce live broadcasting room,and comes to the conclusion that the film and television stars are the labor,alienated God and consumed doll in the live broadcasting room.Secondly,in the second part of the paper,the author further decodes the image of film and television stars,explains how the image is presented,analyzes the discipline and balance conditions affecting the image construction of film and television stars through the specific presentation methods of film and television stars in e-commerce live broadcast programs in terms of social roles,body images and heterogeneous identities,and analyzes several aspects of their identities.Finally,in the third part,the author will focus on the psychological motivation of film and television stars for cross-border image presentation in the current e-commerce live broadcast and the survival crisis encountered in the image presentation,so as to analyze the impact of the live broadcast on the image of film and television stars.The passive "seeking common ground" of the qualitative change of the image of film and television stars in the live broadcast space of e-commerce has virtually occurred.At the same time,the commercial connection between the consumption landscape with goods and film and television stars has also been exposed.The symptoms and hidden dangers behind the boom of live broadcasting and goods industry also reflect certain social and cultural values and significance,which is worthy of collective reflection and criticism.