Author(s)

Liu Bingyu ¹

Affiliation(s)

¹ School of English Studies, Xi'an International Studies University, Xi'an, China

Corresponding Author

ABSTRACT

Due to the advancement of technology and the development of the internet, more and more people are inclined towards online shopping. In recent years, shopping in live broadcasting rooms is very popular, through the explanation of the anchor, to attract potential customers to complete the purchase. In this process, the anchor builds up his or her friendly and trustworthy persona, as well as objective and unbiased stance through a series of language and behaviors, such as using address terms, fighting for customers' interest, answering questions posed by people in live-streaming and so on. And there are also different strategies for different groups based on audience design. This paper also mention the counter-examples which lead to distrust and loss of potential costumers.

KEYWORDS

CITE THIS PAPER

Liu Bingyu, Stance and Construction of Persona in Live-streaming. Media and Communication Research (2024) Vol. 5: 187-196. DOI: http://dx.doi.org/10.23977/mediacr.2024.050129.

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