网络直播购物情境下的拟剧化营销——基于抖音直播平台的分析与诠释

网络直播购物逐渐成为一种新的网络营销与消费方式。对于该模式的剖析,有助于对网络直播购物这一新兴事物进行全景化的解构与阐释,更好地理解与把握该模式的本质与趋势。本文基于第三方立场与视角,以戈夫曼拟剧理论为基础,锚定抖音平台为实践场景,尝试诠释拟剧理论在网络直播购物情境中的新变化、新形式、新内涵。研究选择Top100网络直播主播为分析对象,采用后台运营数据、页面数据爬虫、人工观察分析等多元数据采集与分析方法,对整个网络直播购物场景进行分析。研究发现,网络直播购物呈现出鲜明的拟剧化营销特质,各类要素间存在循环强化的运行机理,消费者的购物行为有着显著的集体偏好,且主体间的协同合作机制促进了消费的延续。该发现有助于对拟剧化营销运行机制、拟剧理论的新场景及网络直播购物这一新兴商业模式进行客观辩证的思考。     

The stigmatized tourist

This paper explores the tourism experience of the Arab and Muslim Tourist (AMT) visiting a (Western) developed country for tourism, from a critical socio-cultural perspective. Encapsulated in Goffman’s theoretical underpinning of the study of stigma, and informed by Said’s Orientalism, I used in-depth interviews to understand the tourism experience of the AMT in an immigration context, situated in what Goffman refers to as the ‘normal-deviant drama’. In a contemporary climate of xeno/ethno-racism, The AMT is stigmatized by association with his/her nationals (or par default by semblance to those nationals), who constitute a visible ethnic immigrant group in the visited country. His/her actual social identity becomes confounded with an ascribed virtual identity. As a moral issue, stigmatization spoils the tourist identity of the AMT, resulting in feelings of shame, confusion, and anger. The rise of anti-immigrants discourse and sentiments, and the rise of religious extremism practices and sentiments in the world, begs for more attention in contemporary tourist studies.     

Leading,following and sexism in social dance: change of meaning as contained secondary adjustments

By assigning men the role of ‘lead’ and women the role of ‘follow’, social dance can be viewed as a form of serious leisure that appears to perpetuate a system that positions women as subordinate to men. Interviews with 29 women and 10 men who self-identified as social dancers revealed that women used several strategies to create meanings for following that allowed them to achieve parity with men while operating in an explicitly sexist idioculture. Women’s interpretation of following and the relationship between leading and following was as learning a complex set of skills and abilities that allowed them to make an important contribution to the dance. The meanings women applied to following can be understood as contained secondary adjustments. By viewing following as a performance that requires considerable skill, women can expose the idea that the role of follow is subordinate to the lead as a social construction, and, in the process, use being a follow to subvert the expected social organisation.     

Marketing the female politician: an exploration of gender and appearance

Abstract

This paper sheds light on issues of gender roles and gender hierarchies using Goffman’s theories on gender and performance as a starting point to explore modern-day manifestations of power structures in political marketing, particularly as related to female politicians. In-depth interviews with four female politicians, 17 aides, volunteers, PAC and media executives as well as two focus groups with registered voters reveal subordination of female politicians through hyper-ritualised displays of social relations. The findings showcase how appearance is used to facilitate the ongoing objectification of female politicians in political marketing and devalue their candidacies. This study is an important step in examining the role of gender and appearance in political marketing and its importance in building brand image for a female politician.     

Impersonation in ethnic tourism – The presentation of culture by other ethnic groups

Adopting Goffman’s (1959) theories about presentation in daily life, this paper discusses the use of the culture of marginalised peoples whose very marginality forms the focus and subject of a tourist gaze and tourism development. This paper (a) examines to what extent Goffman’s theory (1959) regarding presentation of self in daily life can be applied in discussing commercial cultural performance, and (b) explores the operational mechanism of impersonation in multi-ethnic communities. The discussion is based in an ethnic community, Xinjiang, China where the first author resided for a year for fieldwork. An interdisciplinary approach is adopted in this study. Sociological theory, anthropological research method and management practice are all involved and the implications for both theory and practice are discussed.     

Artists' positioning in and creating authentic identities through place and tourism in New Orleans's Jackson Square

In this paper, I explore how artist identities are constructed in relation to processes associated with tourism and a tourist site in New Orleans. My analysis draws from literatures concerning art, tourism art, and artist identities as well as from Goffman's work on identity, particularly in relation to impression management through setting, appearances, and manners in front and back regions. Relying on archival and ethnographic data, I show how facets of the ‘venerated artist’ social identity, tourism, and a nostalgic historical geography have privileged the place of artists in Jackson Square's Pedestrian Mall and supported the construction of authentic personal and felt artist identities. However, in these same ways, potentially progressive cultural practices associated with art, place, and identities are foreclosed, creating a variety of exclusionary issues.     

Mountain guiding and adventure tourism: reflections on the choreography of the experience

This paper has emerged from research that is concerned with the relationship between mountaineers and adventure tourists. The specific aim was to examine the rules governing the mountain adventure holiday experience and, in particular, how such rules are constructed, enforced, internalized and might contribute to an identity of 'mountaineer'. Through an exploration of the social dynamics of a setting that contains physical dangers, the role of the mountain guide emerges as crucial. Theoretical dimensions concerning the guide as a choreographer of social experience are explored and developed through a discussion of data revealed by the research. The methodology is predominately qualitative and utilizes the author's experience as a mountain guide to access the field. The discussion reveals differences between mountain guides and tourist guides, but also differences among the participants. These appear to relate to the shallowness or depth of their engagement and thereby suggest other ways that adventurous leisure experiences might be theorized, for example, adventure as education. It is contended that the role of the mountain guide is pivotal in not only choreographing the adventure, but also thereby in perpetuating Western traditions of mountaineering. Rules governing the adventure holiday experience are both enabling and constraining of the freedom promised, within discourses of established mountaineering practice, which the guide adheres to, and clients more or less subscribe to.     

Being appropriately professional: the interaction between professionalism,ICT and knowledge transfer

This article examines how professionalism impacts on the interaction and knowledge transfer of professionals within open plan workspaces and between distributed workplaces when using ICT. Knowledge is key to the system of professions and the power of professionals. At the same time, professional work requires professionals to behave in an appropriate and professional‐like manner, and this includes sharing knowledge with colleagues. Yet, the ideology of professionalism is changing. Alongside, professionals are working differently, including across distributed workplaces and often interacting via ICT. These shifting contexts make understanding the interaction between professionalism, knowledge transfer and ICT crucial. Drawing on Goffman's work, particularly his exposition of interaction rituals, interviews with accountants reveal that when using ICT, the professional framework of interaction – what can be said, who has the right to speak and who is the audience – meets appropriateness in sometimes contradictory ways, potentially limiting the growth and propagation of knowledge.     

Beyond the boring grey: The construction of the colourful accountant

The accounting profession has long laboured under the weight of the stigma of the accounting stereotype. This unappealing persona may pose a potential problem for recruitment into the profession. How is the gregarious graduate to be tempted into the tentacles of the dull and the dreary? Drawing on Goffman's work on stigma and impression management, this paper examines the recruitment literature of the ‘big four’ accounting firms and six of the professional institutes in an attempt to unravel the techniques deployed by the profession to camouflage the spectre of the stereotype. The investigation reveals how the recruitment discourse, an important stage in the process of professional socialization, is used to construct an image of the trendy and fun loving accountant. Through text and image, a carefully orchestrated campaign of impression management casts aside the boring bookkeeper in favour of an altogether more colourful characterisation.