网络主播合法性建构与数字化盈利的可持续性分析OA

Live streamers are an important product of the digital economy era.Studying the sustainability of their digital monetization is of great signifi-cance for improving China's employment ecosystem and activating economic development vitality.Based on the legitimacy theory,this paper builds an analytical framework of"basis of legitimacy construction-strategies of legitimacy construction-sustainability of digital monetization"for live streamers and empirically validates it through multiple typical cases in the field of professional anti-counterfeiting.The research shows that individual characteristics,including educational background,professional experience,personal experience,and social resources,constitute the resource basis for the legitimacy construction of live streamers;live streamers will construct legitimated output strategies suitable for themselves,including policy-dominated,society-dominated,and compound types;different legitimacy construction strategies will form differentiated risk resistance capabilities and ultimately affect the sustainability of digital monetization of live streamers.The essence of digital monetization of live streamers is to drive traffic and monetize through crea-ting public opinions.This digital monetization method has both advantages and disadvantages for social governance.In the future,an inclusive network governance framework should be established to guide the healthy development of the live streaming industry by establishing institutionalized channels for positive effects,improving systematic control mechanisms for negative risks,and enhancing public media literacy.