As an emerging e-commerce sales model based on mobile Internet technology，“Live streaming” has emerged。The "2020 Spring Live Broadcasting Industry Talent Report" released by "Zhilian Recruitment" shows，"February 2020，Taobao adds 1 million merchants，New merchants increased by 719% month-on-month，Users increased by 153% month-on-month，And drove the platform’s transaction volume to double year-on-year，Weekly order volume increased by over 20% month-on-month”。This background allows us to start from “live streaming”，And based on sociology、bet365 voucher psychology and evolutionary bet365 voucher psychology and other multidisciplinary perspectives provide a rare opportunity to explore the construction of a "new consumer society" in the mobile Internet era。

　　E-commerce sales create bet365 voucher consumption model

The so-called "consumer society" is one of the two bet365 voucher forms distinguished by French sociologist Jean Baudrillard based on his investigation of the historical development of capitalist society，The other is "production society"。In Baudrillard’s view，They belong to different stages of development，The "production society" is based on material scarcity、Pre-industrial society organized with production as the leading role。“Consumer society” is based on material prosperity、Post-industrial society organized around consumption，People are in it and "learn to consume"，“bet365 voucher training in consumption”。Refer to Yu Yuanpei、A review by Zongcheng and other domestic scholars，Baudrillard’s views can be briefly summarized in the following five points。First，“Consumer society” makes daily life appear commodified。Second，“Consumer society” creates the illusion of “equality” through equalized consumption practices，At the same time, it also allows individuals to indulge in self-consumption without reflection。Third，"Consumer society" makes daily life more and more "popular culture" through the practice of cultural commercialization，This also "created the prosperity of popular culture"。Fourth，In "consumer society"，Mass media has become “an important tool for creating desire and demand”。Fifth，"Consumer society" makes consumption behavior a purely symbolic behavior directed by "status distinction"。People "never consume the goods themselves"，Rather, “commodities are often used as symbols to highlight oneself，Or keep oneself closely connected with the group to which they regard themselves as ideal reference，Or use a group with a higher status as a reference to form a distinction between the group to which it belongs"。

The “consumer society” in the current Chinese context is quite similar to Baudrillard’s so-called “consumer society”，But bet365 voucher also presents new characteristics due to the widespread penetration of mobile Internet，This can be seen from the current "live streaming craze"。The so-called "live streaming to bring goods" is actually an effective combination of e-commerce platform and live streaming mode，Attract a certain number of audiences to the same live broadcast room，Then create a real-time interaction between the anchor and the audience (that is, potential buyers，bet365 voucher may be an ordinary consumer，Maybe "fans") High-frequency super interactive scene，A sales model that uses group dynamics to induce more transactional behavior。Analysis of "live streaming with goods" based on the three-dimensional framework proposed by Crowley, a domestic third-party data monitoring agency - "people (hosts) - goods - field"，bet365 voucher can be seen that bet365 voucher mainly has four characteristics。First, the anchor is famous，bet365 voucher means that most anchors have both good looks and talents，Stars who are often praised as “fashionistas” and “popular pioneers”、Influencer Responsibility。Particularly worth mentioning，The "Internet celebrity + celebrity" model is quite popular，This also led to the rise of the “fan economy”。Second, diversification of goods，bet365 voucher means there are many kinds of goods，Among them are beauty products、Clothing、Food、Home appliances、Car，There are also various knowledge sharing courses，This shows the depth of commercialization of life。The third is scene induction，Refers to the scene deliberately constructed by the anchor through his interaction with the audience，Because of the "busyness", "rush buying" and "high quality and good price"，Atmosphere of “Don’t Miss bet365 voucher”，The audience’s purchasing needs are inductive。The fourth is impulsive consumption，bet365 voucher means that the audience is usually induced by the live broadcast scene，Generate purchase intention of related products that cannot be missed，In fact，This product was not originally included in the purchase plan。

　　bet365 voucher situations stimulate individual core bet365 voucher motivations

It can be seen from the above analysis，The mobile Internet is indeed open because of it、Interactivity、Terminal mobility and other features，It provides an essential technical foundation for the construction of a "new consumer society"。According to the media situation theory proposed by communication scientist Joshua Meyrowit，As an emerging media, the live streaming platform is essentially an information system，Their appearance objectively dissolves the traditional view of time and space limited by region，And then play a role in merging or separating existing bet365 voucher scenes，This is the time and space condition for "live streaming to bring goods" to promote the construction of a "new consumer society"。Then，How is the construction of "new consumer society" realized？If you want to answer this question，We must start from the “live broadcast scene” in which the audience is immersed。

　"Live broadcast scene" is actually a kind of "bet365 voucher scene"。According to sociologist Lowell Juilliard Carr，The so-called "bet365 voucher situation" is an emergent "form"，It is composed of "people", "cultural characteristics", "specific meanings and relationships" and "dynamic processes" (such as adaptation、Interaction、bet365 voucher Control、bet365 voucher changes and readjustment)、Combined with factors such as “specific time” and “specific occasion”。Based on Fisker (Susan T. Fiske) and other scholars have obtained relevant research results，Because human individuals need to rely on others in order to survive and reproduce，The human germline eventually evolved susceptibility to bet365 voucher situations，And things like pursuing consensus、Sense of control、Sense of belonging and self-worth、Core bet365 voucher motivations such as trusting others。It is driven by these core bet365 voucher motivations，People in bet365 voucher situations use "self" as the "psychological lens" to make selective interpretations of bet365 voucher situations，And on this basis, we participate in constructing bet365 voucher scenes。Of course，bet365 voucher situations, in turn, influence people through interpretation。Look at it from another angle，The process of interaction between people and bet365 voucher situations，In fact, it is also a process of cultural transmission。According to evolutionary biologist Richard Dawkins，The process of cultural transmission is actually human individuals observing the words and deeds of others driven by the above-mentioned core bet365 voucher motives，And then reconstruct relevant representations in the brain，The process of copying "memes" - the basic units of cultural information - that previously existed in other people's brains。In summary it can be seen，"Live streaming" is essentially a process led by anchors、Supported by mobile Internet live broadcast platform、Powered by the core bet365 voucher motivations evolved by the human species、With the construction of product symbol meaning as the core、The cultural production process based on the creation and reproduction of “memes”。Of course，We can also get a glimpse of the deep interaction between technology and human nature behind the construction of the "new consumer society"。

From the perspective of evolutionary psychology，The so-called "human nature" is actually caused by the various recurring and critical problems that human ancestors had to face in the "hunting-gathering era" (that is, the "Paleolithic Age") under the influence of natural selection. Basic questions about survival and reproduction，Determined by the evolved psychological mechanism。The slowness of germline evolution、Diversity of basic questions，As well as the differences in physical structure and bet365 voucher division of labor between the sexes (men are responsible for hunting，Women are responsible for collection)，Fundamentally determines the relative constancy of human nature、Multidimensionality and (gender) difference。Based on this，To paraphrase evolutionary psychologists Leda Cosmides and John Tooby，In the current era of mobile Internet，Each of us is a “Flintstone” with “a Paleolithic soul in a modern head”，They are all participating in the construction of "consumer society"，This makes it present many intriguing scenes。For example，Young women (20-40 years old) like shopping，All kinds of goods, especially beauty products、The main consumer group of clothing, etc.，The irrational consumption is particularly concerning。Of course，Irrational consumption induced by live streaming，We should fully mobilize the inherent initiative in human nature by strengthening the construction of socialist spiritual civilization、The reflective side，In this way, we can guide people to consume in a reasonable and restrained manner。

(Author’s unit: College of Educational bet365 voucher, Shanxi University)