Research On The Discourse Strategy Of Live Webcast With Goods Anchor

As a new commercial sales model,webcast has become an effective way to promote economic growth.As the main body of communication in the process of bringing goods to live broadcast,anchors build a bridge between the audience and the goods through discourse,and affect the audience’s cognition and action.Since its popularity in June 2022,Dongfang Zhanyu Broadcast room has attracted tens of millions of fans and maintained steady growth with its unique discourse content.At present,the total number of fans of Dongfang Zhanyu has exceeded 36 million,and the total amount of online merchandise transaction has reached4.8 billion yuan.Dongfang Zhanyu has ranked No.1 in the list of Douyin Tape goods for many consecutive months,setting a remarkable achievement in live streaming.Behind the efficient live streaming in the East Screening studio,the anchor’s discourse construction is indispensable.In this paper,the discourse content of anchors in the Oriental Screening room is taken as the research object,the discourse characteristics and discourse strategies of anchors are analyzed,and some suggestions are put forward for the discourse of anchors in the live streaming industry.In order to reflect the representativeness of anchors’ discourse,this paper randomly selects 7 live broadcasts from the East Selection broadcast room on Douyin platform from June to December 2022,selects 50 products according to their sales volume and attributes,and uses data analysis platforms such as Mama Cicada and Douzha to obtain a total of93,075 words of live discourse text.Through case analysis and text analysis,the author analyzes the discourse of Oriental broadcasters from the perspective of context and text.It is found that the discourse production mechanism of anchors in the East has great flexibility and will change according to the cultural context,the Internet context and the situational context of anchors,audiences and live broadcast scenes.In terms of discourse structure,anchors’ discourse with goods has some commonalities and rules,which can be roughly divided into five steps: greeting interaction,product preview,product recommendation,product expansion and reasonable prompt.By weakening the utility of product sales and increasing the added value of the broadcast room,the Oriental selection broadcast room stands out.In terms of discourse features,the Oriental selection anchors speak at a moderate speed and focus on information through changes in intonation,which is in line with the audience’s way of receiving information.In the process of bringing goods,I pay attention to the interaction with the audience,and use appropriate,professional and reliable words with my own feelings to narrow the distance with the audience and gain their trust.In addition,the anchor conveys objective product information to the audience through a large number of declarative sentences,supplemented by sentence patterns such as exclamatory sentences,imperative sentences and questions,which enhances the discourse atmosphere of the broadcast room.It is concluded that the discourse of Oriental selection anchors can highlight key information,create a good conversational relationship,trigger audience’s consumption demand and satisfy audience’s value demands.According to its successful discourse strategies,the author puts forward some suggestions for the webcast,and reflects on the deficiencies of the eastern selection discourse strategies.