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Article published In: Chinese Language and Discourse
Vol. 16:2 (2025) ► pp.344–372

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Streamer discourse density

Exploring top-data dominance in e-commerce live streaming

ORCiD logo with link | Universiti Malaya
ORCiD logo with link | Universiti Malaya
ORCiD logo with link | Universiti Malaya
ORCiD logo with link | Xi`an Polytechnic University
Published online: 13 March 2025
DOI logo with link
https://doi.org/10.1075/cld.24025.liu
Abstract
In current scholarly investigations of E-commerce live streaming discourse, it is noteworthy that the datasets procured are overwhelmingly sourced from the realm of Top-tier E-commerce live streaming. In contrast, data pertaining to other categories remains notably underrepresented. This observation presents an intriguing avenue for exploration within the academic domain. This study introduces the novel concept of ‘Streamer Discourse Density’. Focusing on Douyin, the leading giant in the e-commerce platform sphere, our research delves into the top three product categories and systematically compares discourse across Top-tier, Shoulder-Tier, Mid-Tier, Nano-Tier, and Bottom-Tier streams. A comparative analysis is conducted, highlighting the significance of Top-tier E-commerce live streaming data. What is more is that the paper also innovates a quantitative formula as another core linguistic contribution, Streamer Discourse Density, for future scholars and practitioners to better investigate the field of E-commerce live streaming.
Article outline
  • 1.Introduction
    • 1.1Background
    • 1.2Research gap & contribution
    • 1.3Research question
  • 2.Literature review
    • 2.1Overview of E-commerce Livestreaming and the Douyin platform
    • 2.2Current research on E-commerce live streaming discourse
    • 2.3Linguistic densities and their limitations
      • 2.3.1Lexical density
      • 2.3.2Semantic density
      • 2.3.3Idea density
    • 2.4Streamer discourse density：Concept Introduction and theoretical foundation
    • 2.5Summary of the literature review
  • 3.Methodology
    • 3.1Method
    • 3.2Instrument
    • 3.3Sampling
  • 4.Results & discussion
  • 5.Conclusion & limitations
  • Acknowledgements
  • References
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