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Authors:
Xixin Su
Keywords: live streaming selling; Yixing purple-clay teapots; nexus analysis; multimodal discourse strategies; cultural heritage promotion.
Abstract:
This paper investigates the discourse and multimodal strategies employed in a Douyin live stream promoting Yixing purple-clay teapots, a significant element of Chinese intangible cultural heritage. Through nexus analysis, we examine how the anchor's linguistic and multimodal practices shape audience engagement and cultural appreciation. Prior research has predominantly focused on the operational and financial aspects of live streaming sales, often overlooking its cultural and educational dimensions. This paper addresses this gap by analyzing the interplay of mediated actions, interaction order, and historical context to reveal the mechanisms driving audience immersion and cultural dissemination. This research highlights live streaming as a tool for educational and cultural promotion by demonstrating how linguistic and multimodal strategies educate audiences about traditional craftsmanship and showcasing live streaming as an innovative, technology-driven service model, bridging commerce, culture, and education in the digital era.
Pages: 1 to 7
Copyright: Copyright (c) IARIA, 2025
Publication date: April 6, 2025
Published in: conference
ISSN: 2308-4030
ISBN: 978-1-68558-248-7
Location: Valencia, Spain
Dates: from April 6, 2025 to April 10, 2025