Research On The Construction Of Media Ethics In E-commerce Live Broadcast

Since 2016,e-commerce platforms represented by Taobao,JD.com,and Vipshop have launched the sales model of "live broadcasting + e-commerce".In addition,due to the impact of the COVID-19 epidemic in the past two years,the offline real economy has entered a cold winter and has begun to "shut down" on a large scale.With the support of economic policies,e-commerce live broadcast has become a key driving force for economic development and resumption of work and production.With the participation of various capitals and entities,e-commerce live broadcast has reached a new level of sales and data,and e-commerce live broadcast has begun to enter an explosive growth period.However,as a medium,e-commerce live broadcast has appeared a series of unethical phenomena in actual operation.Based on this,this paper adopts the case analysis method and participatory observation method to discuss the ethical anomie in e-commerce live broadcast from the perspective of media ethics,and proposes relevant construction measures.This paper first sorts out the constituent elements and development status of the e-commerce live broadcast industry from the three aspects of "people,goods,and fields",and research the e-commerce live broadcast from the three aspects of "professional ethics","responsibility ethics" and "consumption ethics".Then it points out the media ethics anomie in the media culture,organizational structure and discourse expression of e-commerce live broadcast.In terms of media culture,the purchase behavior based on the "fan economy" is blind,which will lead to the alienation of individual subjectivity;in the Internet economy,the industry culture where data is king has led to the ethical anomie of data fraud;Under the influence of western hedonism,the anchors show off their bodies to satisfy the fans’ voyeuristic desire and the pleasure of staring,while consumers indulge in the physical sensory stimulation revealed by this kind of physical consumption;in the trap of consumerism,consumers are manipulated by material desires,without knowing it,immersed in the false happiness brought about by the consumption carnival.In terms of organizational structure,from the three elements of "people,goods,and fields",it analyzes the difficulty of rights protection caused by the vague identity of the anchor,the high return rate caused by fast-paced consumption,and the false propaganda in the immersive shopping scene.In the discourse expression,it points out the disorder of discourse in the e-commerce live broadcast industry,that is,the dishonesty of the anchor,the selective aphasia of the vested interests,and the passive disgust of the consumers.This paper analyzes and summarizes the three aspects of people,goods and fields in the operation mechanism of the e-commerce live broadcast industry,and points out that the phenomenon of ethical anomie occurs due to the disorder of discourse in the industry.In the last part of the article,constructive measures to build an ethical system for e-commerce live broadcast are proposed from three aspects.First of all,on the cultural level,it is necessary to carry forward the excellent traditional culture,establish social ethical beliefs,and reconstruct the network value paradigm with socialist core values.Secondly,at the level of the industrial system,the industry should strengthen self-discipline,adhere to the idea of unifying justice and interests,and build a harmonious industrial environment.Finally,at the level of social governance,government supervision,legal norms and ethical education work together to promote the standardized development of the e-commerce live broadcast industry.