As an emerging e -commerce sales model based on mobile internet technology，"Live Broadcasting" has risen。"Zhilian Recruitment" released "Report on the Spring Live Industry Talents of 2020" display，"February 2020，Taobao added 1 million merchants，The newly broadcast merchant increased by 719%month -on -month，Users increased by 153%month -on -month，and Drive the turnover of the platform year -on -year，The annual order volume of the weekly growth rate is over 20%month -on -month "。This background cuts us from "live broadcast"，Based on sociology、Social Psychology and Evolution Social Psychology and other multi -disciplinary perspectives to explore the construction bet365 Play online games of the "new consumer society" in the mobile internet era.。

　　bet365 best casino games

The so -called "consumer society" is one of the two social forms distinguished by French sociologist Jean Baudrillar based on the development of capitalist society.，The other is "production society"。From Porturia，They are divided into different development stages，Among them, "production society" is based on the lack of material、Former industrial society organized by production。"Consumer Society" is based on material prosperity、A post -industrial society organized by consumption，People are in it and "Bet365 lotto review learn consumption"，"Social training in consumption"。Reference Yuyuan Pei、Combing by domestic scholars such as Zongcheng，Baldricia's views can be briefly summarized as the following five points。First，"Consumption Society" makes daily life present the characteristics of commercialization。2，"Consumer Society" created "equal" illusion through equivalent consumer practice，At the same time, the individual delays self -consumption without reflection。third，"Consumer Society" makes daily life more "popular culture" through cultural commercialization.，As a result, "the prosperity of popular culture"。fourth，In "Consumption Society"，Volkswagen Media has become "an important tool for creating desire for desire"。Fifth，"Consumer Society" makes consumer behavior a pure symbol behavior in "distinguish between status"。People "never consumer goods itself"，Instead, "often uses products as a symbol that highlights its own，Or keeps yourself closely in touch with the group that you deepen as an ideal reference，or use a group with a higher status as a reference to form a separation with its group "。

The current "consumer society" in Chinese context is similar to the so -called "consumer society" of Baldrica，But it also presents new features due to the extensive penetration of the mobile Internet，It can be seen from the current "live broadcast of goods"。The so -called "live broadcast" is actually an effective combination of the e -commerce platform and the live broadcast model，Attract a certain bet365 live casino games number of audiences to the same room，Then build anchor and audience in the form of real real -time interaction (that is, potential buyers，It may be ordinary consumers，It may also be a "fan") Scene of high -frequency super interactive，This is based on the power effect of the group to induce more transaction sales models。By analyzing the "live broadcast and cargo" based on the ternary framework proposed by Claui based on domestic third -party data monitoring agencies Claui，It can be seen that it mainly has four characteristics。First is an anchor well -known，refers to the anchor most of the face value and talent，and is often held as stars of "fashionistas" and "popular pioneers"、Internet celebrity responsibility。It is particularly worth mentioning that，"Net Red+Star" mode is quite popular，This also drives the rise of the "fan economy"。The second is the diversification of the goods，refers to a variety of categories of goods，Among them, there are both beauty makeup、Clothing、Food、Home Appliances、Car，There are all kinds of knowledge sharing courses，This shows the depth of the degree of commercialization of life。Third, scene inducement，refers to the scene that the anchor deliberately constructed by the interaction with the audience，Due to "lively", "snap -up", "high -priced high price，The atmosphere of the machine must not be lost，and the demand for the audience is inductive。Fourth is consumer impulse，refers to the audience usually under the induction of the live broadcast bet365 live casino games scene，The purchase intention that does not allow the relevant goods，In fact，This product was originally not listed in the purchase plan。

　　Social scenario stimulates individual core social motivation

Through the above analysis, it can be seen，Mobile Internet is indeed open due to openness、Interactive、Terminal mobility and other features，and provides an indispensable technical basis for the construction of "new consumer society"。According to the media scenario theory proposed by the communicator Joshua Meyrowit，The live broadcast platform as an emerging media is essentially an information system，Their appearance objectively eliminates the traditional space -time view of the region，Then it has a merger or separation effect on existing social scenes，This is the time and space conditions for the construction of "new consumer society" to promote the construction of "new consumer society"。So，How is the construction of "New Consumer Society" achieved? If you want to answer this question，Talking from the "live scene" soaked in the audience。

"Live Scene" is actually a "social scene"。According to the point of view，The so -called "social situation" is a sudden "type structure"，It is "people", "cultural characteristics", "specific meaning and relationship", "dynamic process" (such as adaptation、Interactive、Social Control、Social changes and re -adapting)、"Specific Time" and "Specific Oits" and other factors are combined with factors。From the related research results obtained by scholars such as Susan T. Fiske，Because human individuals need to rely bet365 Play online games on others to survive and reproduce，Human species finally evolved out of the vulnerable to social scenes，and pursuing consensus、Control sense、A sense of belonging and self -worth、Believe in core social motivations such as others。It is driven by these core social motivations，People who are in social scenes make a selective explanation of social scenes with "self" as "psychological lens"，Based on this, participate in the construction of social scenarios。Of course，Social scenarios in turn are also explained by explaining the impact on people。From another angle，The process of interaction between people and social situations，In fact, it is also a process of cultural communication。According to the perspective of evolutionary biologist Richard Dawkins，The process of cultural dissemination is actually driven by the human individual with the above core social motivation to observe others' words and deeds，and then rebuild related representations in the brain，This realizes the process of replication of the "factors" that previously existed in others' brains -the basic unit of cultural information。To sum up，"Live Broadcasting" is essentially a dominated by the anchor、Support for the mobile Internet live broadcast platform、The core social motivation evolved from the human species as the power、Construction with the meaning of the symbol of goods as the core、Cultural production process created and replicated by "Finding"。Of course，From this, you can also glimpse the deep interaction bet365 Play online games of the "new consumer society" to build the technical and humanity behind the construction。

From the perspective of evolutionary psychology，The so -called "human nature" is actually a variety of repeated occurrences that they have to face the various types of duplicate and you who have to face Basic problems of Guan survival and reproduction，The decision of the psychological mechanism evolved。Substitute of transformation、Diversity of basic problems，and the difference between the division of the sexual structure and the division of labor (man is responsible for hunting，Women are responsible for collecting)，Fundamentally determines the relative constant nature of human nature、Multimiology and (gender) differences。Based on this，Applying the evolutionary psychologist Leda Cosmides and John Tooby，In the current mobile internet era，Each of us as a "Modern Primitive People" with "Modern Stone Mind"，All participating in the construction of "consumer society"，From this to present a lot of intriguing scenes。For example，Young women (20-40 years old) like shopping，It is all kinds of goods, especially beauty makeup、Clothing and other main consumer groups，Its irrational consumption is particularly attractive。Of course，Unreasonable consumption induced by live broadcast and cargo，We should fully mobilize the inherent capability in human nature by strengthening the construction of socialist spiritual civilization、A reflection side，This guides people to consume reasonablely。

(Author Unit: School of Education and Science, Shanxi University)