Spectacle Construction and Consumption Alienation of Cultural Livestreaming E-commerce

Abstract

Purpose - Although suffering from a crackdown on after-school tutoring in China, the New Oriental education giant has found new life in livestreaming e-commerce. With their new pattern of livestreaming, New Oriental has shown a special kind of spectacle in cultural communication. Design/methodology/approach – Based on the theory of spectacle and the perspective of case analysis, this study examines the spectacle construction and consumption alienation of New Oriental’s livestreaming. Findings - This study finds that the spectacle of New Oriental’s livestreaming consists of three aspects. “People” in livestream are divided into livestreamers and viewers, they are the main constructors of the livestreaming spectacle; “Commodities” are endowed with symbolic value; and during the livestreaming, self-identification and emotional resonance will be completed in two-way interactions and become a specific “field”. This kind of cultural livestreaming also caused alienation phenomenon in consuming behavior, purposes and objects. Originality/value - This paper extends existing research by examining spectacle construction divided into three aspects, which are the essential construction of the retail industry as well as the core of livestreaming e-commerce. By revealing the consumption alienation and potential problems in this media spectacle, suggestions will be proposed for consumers to promote sustainable consumption.