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'OH MY GOD! BUY IT!' A multimodal discourse analysis of the discursive strategies used by Chinese ecommerce live-streamer Austin Li

Haiyan Huang (UGent) , Jan Blommaert (UGent) and Ellen Van Praet (UGent)
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Abstract
Ecommerce livestreaming, also known as live commerce or social commerce, has taken off over the past two years in East Asia and is showing the tendency of going global. Intrigued by the phenomenal success of ecommerce livestream, we concentrate on analyzing the most prominent and illustrative ex- ample of Chinese ecommerce live-streamer Austin Li. Through this individual case study, we aim to investigate discursive strategies employed in ecommerce livestreaming and reveal resources specific to this new media genre. Guided by multimodal discourse analysis, our research first accommodates the socio-eco- nomic context of Li’s success to warrant social situatedness in interpreting data. After that we move into analyzing his discourse employed in livestreaming. Re- search findings suggest that in attention economy, Li strategically utilizes his male gender as a resource in trying on lipsticks for female customers. His dis- course in multiple modes serves to build consumer trust and propagate products. An in-depth analysis of his discursive strategies indicates that, ecommerce livestreaming as a new form of advertising not only shares commonalities with traditional advertisement discourse but also embodies affordances that are spe- cific to livestreaming platforms. To be more specific, livestreaming is featured with delimitation of time, real-time interactivity, and video-aided communica- tion. These affordances enable Li to adopt more interactive and personalized per- suasive discourse than conventional advertisements
Keywords
ecommerce livestreaming, live commerce, social commerce, social media influencer, multimodal discourse analysis (MDA)

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MLA
Huang, Haiyan, et al. “‘OH MY GOD! BUY IT!’ A Multimodal Discourse Analysis of the Discursive Strategies Used by Chinese Ecommerce Live-Streamer Austin Li.” HCI International 2020 : Late Breaking Papers : Interaction, Knowledge and Social Media, 22nd HCI International Conference, HCII 2020, edited by C. Stephanidis, vol. 12427, Springer, 2020, pp. 305–27, doi:10.1007/978-3-030-60152-2_24.
APA
Huang, H., Blommaert, J., & Van Praet, E. (2020). “OH MY GOD! BUY IT!” A multimodal discourse analysis of the discursive strategies used by Chinese ecommerce live-streamer Austin Li. In C. Stephanidis (Ed.), HCI International 2020 : late breaking papers : interaction, knowledge and social media, 22nd HCI International Conference, HCII 2020 (Vol. 12427, pp. 305–327). Cham: Springer. https://doi.org/10.1007/978-3-030-60152-2_24
Chicago author-date
Huang, Haiyan, Jan Blommaert, and Ellen Van Praet. 2020. “‘OH MY GOD! BUY IT!’ A Multimodal Discourse Analysis of the Discursive Strategies Used by Chinese Ecommerce Live-Streamer Austin Li.” In HCI International 2020 : Late Breaking Papers : Interaction, Knowledge and Social Media, 22nd HCI International Conference, HCII 2020, edited by C. Stephanidis, 12427:305–27. Cham: Springer. https://doi.org/10.1007/978-3-030-60152-2_24.
Chicago author-date (all authors)
Huang, Haiyan, Jan Blommaert, and Ellen Van Praet. 2020. “‘OH MY GOD! BUY IT!’ A Multimodal Discourse Analysis of the Discursive Strategies Used by Chinese Ecommerce Live-Streamer Austin Li.” In HCI International 2020 : Late Breaking Papers : Interaction, Knowledge and Social Media, 22nd HCI International Conference, HCII 2020, ed by. C. Stephanidis, 12427:305–327. Cham: Springer. doi:10.1007/978-3-030-60152-2_24.
Vancouver
1.
Huang H, Blommaert J, Van Praet E. “OH MY GOD! BUY IT!” A multimodal discourse analysis of the discursive strategies used by Chinese ecommerce live-streamer Austin Li. In: Stephanidis C, editor. HCI International 2020 : late breaking papers : interaction, knowledge and social media, 22nd HCI International Conference, HCII 2020. Cham: Springer; 2020. p. 305–27.
IEEE
[1]
H. Huang, J. Blommaert, and E. Van Praet, “‘OH MY GOD! BUY IT!’ A multimodal discourse analysis of the discursive strategies used by Chinese ecommerce live-streamer Austin Li,” in HCI International 2020 : late breaking papers : interaction, knowledge and social media, 22nd HCI International Conference, HCII 2020, Planned in Copenhagen, Denmark, online conference due to corona, 2020, vol. 12427, pp. 305–327.
@inproceedings{8678273,
  abstract     = {Ecommerce livestreaming, also known as live commerce or social commerce, has taken off over the past two years in East Asia and is showing the tendency of going global. Intrigued by the phenomenal success of ecommerce livestream, we concentrate on analyzing the most prominent and illustrative ex- ample of Chinese ecommerce live-streamer Austin Li. Through this individual case study, we aim to investigate discursive strategies employed in ecommerce livestreaming and reveal resources specific to this new media genre. Guided by multimodal discourse analysis, our research first accommodates the socio-eco- nomic context of Li’s success to warrant social situatedness in interpreting data. After that we move into analyzing his discourse employed in livestreaming. Re- search findings suggest that in attention economy, Li strategically utilizes his male gender as a resource in trying on lipsticks for female customers. His dis- course in multiple modes serves to build consumer trust and propagate products. An in-depth analysis of his discursive strategies indicates that, ecommerce livestreaming as a new form of advertising not only shares commonalities with traditional advertisement discourse but also embodies affordances that are spe- cific to livestreaming platforms. To be more specific, livestreaming is featured with delimitation of time, real-time interactivity, and video-aided communica- tion. These affordances enable Li to adopt more interactive and personalized per- suasive discourse than conventional advertisements},
  author       = {Huang, Haiyan and Blommaert, Jan and Van Praet, Ellen},
  booktitle    = {HCI International 2020 : late breaking papers : interaction, knowledge and social media, 22nd HCI International Conference, HCII 2020},
  editor       = {Stephanidis, C.},
  isbn         = {9783030601515},
  issn         = {0302-9743},
  keywords     = {ecommerce livestreaming,live commerce,social commerce,social media influencer,multimodal discourse analysis (MDA)},
  language     = {eng},
  location     = {Planned in Copenhagen, Denmark, online conference due to corona},
  pages        = {305--327},
  publisher    = {Springer},
  title        = {'OH MY GOD! BUY IT!' A multimodal discourse analysis of the discursive strategies used by Chinese ecommerce live-streamer Austin Li},
  url          = {http://dx.doi.org/10.1007/978-3-030-60152-2_24},
  volume       = {12427},
  year         = {2020},
}

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