Deciphering the Discourse of Livestreaming E-commerce in China: From the Perspective of Classical Rhetorical Persuasion

Author(s):
Ji, Yutong; Xie, Yun
Editor(s):
Boogaart, Ronny; Garssen, Bart; Jansen, Henrike; Van Leeuwen, Maarten; Pilgram, Roosmaryn; Reuneker, Alex
Published
2024
Publication type
Article / Letter to editor

Abstract

This paper aims to analyze the discourse strategies in the live-stream sales in China, by a case study of the streamer Dong Yuhui. It reveals Dong Yuhui’s sophisticated uses of the traditional rhetorical techniques to achieve better persuasive effect. In particular, it shows that in his live-stream discourses Dong Yuhui deliberately establishes his good ethos and prefers to use good logical arguments, and he also uses narrative strategies to sentimentally inspire the audience’s resonance.

classical rhetorice-commerceethoslivestreaminglogospathospersuasion
Date issued
2024
Language
English
Is part of
Proceedings of the Tenth Conference of the International Society for the Study of Argumentation (2024), p. 455-466
hdl
1887/4107823

Conference

Meeting name
10th Conference of the International Society for the Study of Argumentation (ISSA 2023)
Meeting location
Leiden, The Netherlands
Meeting date
2023-07-04 - 2023-07-07