Author(s)

Laijin Li ¹

Affiliation(s)

¹ The University of Melbourne, Melbourne, Victoria, 3010, Australia

Corresponding Author

ABSTRACT

This paper mainly analyzes how the live streaming media platform represented by Douyin constructs the audience's identity and group cognition. I will first focus on the background of the spectacle of the Internet and the kitsch tendency of live streaming, and examine the cultural logic behind it. Studying how live streaming completes unconscious identity construction and shapes individual identity into the group portrait, and exploring how the individual and identity of the audience are objectified as economic symbols, thereby depriving them of emotion and self-expression. It is helpful to explore how individuals can survive and express themselves in the mass flood of new media and streaming media era.

KEYWORDS

CITE THIS PAPER

Laijin Li, Identity cognition and group shaping: A study of live streaming. Media and Communication Research (2024) Vol. 5: 117-121. DOI: http://dx.doi.org/10.23977/mediacr.2024.050318.

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