Abstract

This study conducts a multimodal discourse analysis of the live streaming of Jiaqi Li, a well-known Chinese streamer. Integrating systemic functional grammar and systemic visual grammar to explore the construction of interpersonal meanings in Li's live streams, the authors found that Li uses verbal semiotics to convey information and feelings and, more important, to create his different interactive roles as an authoritative opinion leader, a protector of consumers’ benefits, and a friend who shares his experiences and recommends products. This study offers insight into e-commerce discourse and communication, adding to the literature on live streaming in commerce and business communication.

Journal
Journal of Business and Technical Communication
Published
2024-10-01
DOI
10.1177/10506519241258445
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