Creative Performance And Communication Empowerment:the Study Of Officials’ Live Streaming Sales Phenomenon

In the first half of 2020,government officials from many places participated in live streaming sales,which became a new landscape of the Chinese Internet at that time.Officials’ live streaming sales is an exploratory practice for officials to innovate government services by using network media,which drive the sales of local agricultural products,increase farmers’ income,drive local economic development,and contribute to poverty alleviation and rural revitalization in the new era.This paper takes officials’ live streaming phenomenon as the research object.Through the observation and analysis of the phenomenon of officials’ live streaming,comprehensive application of interview method and participatory observation method,discuss the internal mechanism,operation mechanism and future direction of officials carrying goods through live broadcast.First of all,this paper compares the similarities and differences of the behavior of officials and non-official subjects in live streaming sales,discusses the inherent mechanism and advantages of officials in live streaming sales.Secondly,this paper uses the interview method and participatory observation method to discuss how it is possible that officials can participate in live streaming sales from the perspective of the generation and development of officials’ live streaming sales.Finally,this paper summarizes the challenges faced by officials’ live streaming sales,and tries to put forward the future direction of officials’ live streaming sales.The study found that,firstly,benefits from the accumulation of emotional energy during the interaction between officials and the public,the limited display of front and backstage performances,and the integration of multiple scenes,the officials’ live streaming sales can be run;according to the official endorsement,media attention and the contrast of the official image,the officials’ live streaming sales has not developed for a long time,but it has been effective.Secondly,the empowerment of information technology,the popularity of the platform economy,and the leadership of political missions are the external impetus of officials’ live streaming sales;officials’ high awareness of developmental responsibilities and difficult performance situations are the endogenous motivations of officials’ live streaming sales.Thirdly,officials’ live streaming sales is a composite behavior composed of live broadcasting,government affairs and e-commerce,and it is realized by the evolution and integration of social networks to e-commerce and mobile payment.Compared with traditional government work,officials’ live streaming sales emphasizes the multiple combination of communication first and communication technology.In the officials’ live streaming sales which empowered by communication,the interaction between officials and the people has been further developed into a community,and the online mass line and new communication between officials and the people have been achieved to some extent.Fourthly,in the process of live streaming sales.it integrates the identities of officials and anchors,and faces multiple risks and challenges.It is necessary to further strengthen policy guarantees in the system,establish a professional normalization mechanism in technology,and further release "digital dividends" in terms of concept.Create a clear live broadcast room for officials in terms of supervision,so as to form a long-term mechanism for officials’ live streaming sales,and continue to help rural revitalization and local development.