bet365 Play online games Digital e -commerce live broadcast has formed a new consumer format involved in the seller and consumer side，This new format creates a huge amount of sales at the same time，It also brings the phenomenon of flow polarization on the platform。Analysis and display of data on the A e -commerce platform，In the e -commerce live broadcast room，anchor by shaping the beautiful symbol、Health Symbol、Live Symbol、Justice symbols and other interactive rituals，and perform corresponding discourse output and emotional mobilization，During the interactive process of cycle feedback，The center of the anchor is continuously strengthened，Facing consumers are also caught in the hidden dominance of anchor because of the gain of emotional energy and pay for it。The anchor with an advantageous position successfully transformed cultural capital and other platforms into platform traffic and popularity，Anchor without an advantageous status is facing a situation where the traffic is scarce and unsustainable，The traffic and order sales of the live broadcast room show a trend of polarization。This analysis reveals the centralization and polarization effects on the e -commerce live broadcast platform，presents the interactive ritual process and results that are different from the interactive ritual chain of the Collins。

　　Keywords:E -commerce live broadcast platform Interactive ritual symbol construction hidden allocation

Author Gong Weigang，Associate Professor of Wuhan University Social College (Wuhan 430072)。