A Multimodal Analysis On The Interactive Meaning Of E-commerce Live-streaming Discourse

E-commerce live-streaming is a video-based products selling online.E-commerce livestreaming discourse comprehensively employs verbal modality,visual modality and other modalities to construct the integral meaning of the discourse,with the interactive meaning being obvious,and it is a typical dynamic multimodal discourse.Based on Halliday’s Systemic Functional Grammar and Kress and van Leeuwen’s Visual Grammar,this research has established an analytical framework for the interactive meaning of e-commerce live-streaming discourse.Taking the top ten viewed ecommerce live-streaming clips during Amazon Prime Day in 2022 as research materials,this thesis has explored how the interactive meaning is constructed in the e-commerce live-streaming discourse through the verbal modality,the visual modality,as well as the combination of the two modalities.The research has found out: Firstly,as for the verbal modality,the declarative mood and modal operators with low values take highest proportion respectively;as for the visual modality,it mainly adopts the demand act,medium shot and close shot,as well as the frontal angle and the eye-to-eye angle.Secondly,in the construction of interactive meaning,the verbal modality realizes the functions such as providing the information and showing the objectivity;the visual modality achieves the functions like attracting customers attention,shortening communicative distance,and highlighting the involvement.Thirdly,the interactive meaning is constructed better with the complementary relationship and the noncomplementary relationship between the two modalities.This study enriches the linguistic analysis of the e-commerce live-streaming discourse and is conducive to the better understanding of the e-commence discourse with multimodal characteristics.