관계 설정(footing) 및 프레임 개념에 기반한 라이브 커머스 담화 분석 - 체현된 비대면 시청자의 존재를 중심으로 -
Discourse analysis of live commerce based on the concepts of footing and frame - Focusing on the presence of embodied online viewers -
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초록
This study analyzed live commerce, an online sales discourse, using Goffman's concepts of frame and footing. Frame refers to how participants define what interaction is, and footing is a concept that analyzes a single utterance by dividing the animator, who is the subject of the utterance, the author, who organizes the content of the utterance, and the principal, whose position is represented by the utterance. The objects of analysis were the conversations between an embodied online viewer, who interacts with the host representing the online viewers participating through comments, and the host of live commerce. As a result, there were frames of invitation, friendship, and sales. Depending on these frames, they shifted their footing. For example, in the friendship frame, the host spoke for herself to share her experiences, but in the sales frame, the host spoke on behalf of the company or the production team, even though the animator was still the host. From the perspective of parasocial interaction, which is the emotional bond felt by the recipient in mediated interaction, this study found that the embodied online viewer can become a new type of persona, namely the recipient persona.
Abstract
This study analyzed live commerce, an online sales discourse, using Goffman's concepts of frame and footing. Frame refers to how participants define what interaction is, and footing is a concept that analyzes a single utterance by dividing the animator, who is the subject of the utterance, the author, who organizes the content of the utterance, and the principal, whose position is represented by the utterance. The objects of analysis were the conversations between an embodied online viewer, who interacts with the host representing the online viewers participating through comments, and the host of live commerce. As a result, there were frames of invitation, friendship, and sales. Depending on these frames, they shifted their footing. For example, in the friendship frame, the host spoke for herself to share her experiences, but in the sales frame, the host spoke on behalf of the company or the production team, even though the animator was still the host. From the perspective of parasocial interaction, which is the emotional bond felt by the recipient in mediated interaction, this study found that the embodied online viewer can become a new type of persona, namely the recipient persona.
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