Research On The Authoritative Role Of The Head Anchor Of Live Broadcast With Goods From The Perspective Of Media Scene

In the context of scene communication,the medium theory of Meyrowitz provides a new vision for media research.As a new digital economy model of "online drainage & physical consumption",live streaming ecommerce is a marketing method that grows rapidly in recent years.As users’ habits of live streaming ecommerce and short videos accelerate,users’ acceptance of live streaming ecommerce has increased,and the marketing and communication methods of brands have also undergone corresponding changes.Based on the medium theory of Meyrowitz,this study attempts to examine live streaming ecommerce from three aspects: new electronic media,new marketing scene and new consumption behavior.Group identity,degree of socialization and authority level in society,the number of public scenes of different nature,the clear distinction between scenes in front of and behind the stage,and the strength of the relationship between location and social experience are directly related.In the new scene of live streaming ecommerce,there is also a new social role,the live streamer.This study uses the medium theory of Meyrowitz from three perspectives of new media,new scene and new behavior,combined with the concept of "People,Goods&Place" to interpret the live streaming ecommerce and live streamer,and studies the authority of live streamer in live streaming ecommerce--the top live streamer.From three perspectives of the authority acquisition,play and decline of the top live streamer,it involves exclusive contact of knowledge,hidden background and location,change of behavior,content and rules,fusion of high and low status scenes,crisis related to background visibility and territory,etc.