Open AccessStreamer-Interface-Viewer Entanglement
Author(s) -
Zhen Ye
Publication year - 2021
Publication title -
mediekultur
Language(s) - English
Resource type - Journals
eISSN - 1901-9726
pISSN - 0900-9671
DOI - 10.7146/mediekultur.v37i70.122402
Subject(s) - live streaming , interface (matter) , software walkthrough , subject (documents) , social media , rhetoric , internet privacy , computer science , sociology , advertising , multimedia , world wide web , business , software construction , bubble , software , maximum bubble pressure method , parallel computing , software system , programming language , linguistics , philosophy
In China, the live-streaming industry has a distinctive model of cultural production: showroom live-streaming. It is often adopted by social media platforms to complement other social networking activities. This study reveals the ways in which social media platforms (specifically, Douyin and Momo) design their showroom livestreaming interfaces and aff ordances to normalise and commodify the aff ective interactions between female streamers and their male viewers and to establish a gendered power relationship. Using the walkthrough method during two stages of the apps (entry to live-streaming chatrooms and the everyday use of live-streaming chatrooms), this study analyses various aff ordances regarding their functional, sensory, and cognitive impacts on users. This research thereby demonstrates that the live-streaming interface design constructs two types of subject positions. The ideal user is constructed as a heterosexual male, who is empowered through the consumption of virtual gifts; in contrast, the interface nudges the female streamers to conduct emotional labour and deliver implicitly sexualised performances to maintain an aff ective relationship with viewers.