商务传媒学院知识库

随着互联网时代的到来，短视频技术的崛起，以抖音为主的短视频平台随之推出“抖音生活服务”，把“激发新生活、助力好生意”作为使命，致力于成为用户和合作伙伴最信赖的生活服务平台。抖音生活服务正在用真实、优质、丰富的内容，来满足用户全场景、全品类的本地生活需求，帮助用户从发现美好生活到体验美好生活；帮助商家开展视频化经营，助力生活服务行业的数字创新。在这一背景下，“抖音团购达人”这一群体应运而生。抖音团购达人群体正在日益壮大。他们用优质内容创作连接商家和用户，在为商家增收、为用户种草的同时，也在抖音生活服务经营出了自己的事业。然而在新媒体时代，这种新型职业的发展过程中，在不同社会中出现的矛盾的影响下，新旧思想不断交织，内部和外部的激烈冲突，如不同价值观的冲突，抖音团购达人角色认知冲突的问题也愈发凸显。一方面，抖音团购达人正确的角色认知与成功的角色扮演，有利于促进其对自我角色的积极评价与认同，推动角色功能的充分发挥，以助力新媒体时代短视频营销的发展。另一方面，也有助于审视我国短视频平台管理制度、社会环境等因素，这对于引导抖音团购达人顺利完成角色扮演、推动我国短视频平台规范发展具有重要的实践意义。 因此，本研究采用质性研究的方法，关注个体微观层面角色体验与感受，结合参与式观察法，通过对抖音团购达人进行深度访谈与观察，试图回答以下几方面的问题：新媒体背景下抖音团购达人角色的定位探讨及在新媒体背景下抖音团购达人实际角色认知状况如何？导致抖音团购达人角色冲突的深层原因是什么？调适抖音团购达人角色冲突的路径有哪些？ 本研究首先从抖音平台的特质、目前学术界对抖音团购达人的相关研究文献中查阅相关依据。接着按照社会角色特性将团购达人的角色特性概括为客观性、对应性和扮演性三点。

研究发现，抖音团购达人在角色扮演的过程中存在角色间冲突和角色内冲突的现实表征。抖音团购达人角色间冲突包括线下生活场域中素人角色与带货属性的团购达人角色的冲突、网络线上中团购达人角色与网红角色间的冲突两种。而抖音团购达人角色内冲突则包括对流量的追求和受平台规训引起的冲突、团购达人内容同质化和产业发展饱和导致变现困难引起的冲突。基于此，根据抖音团购达人的角色冲突现状剖析了造成抖音团购达人角色冲突的诸多原因，既包括由尚未完善的体制机制建设、抖音团购达人角色职责不明确等外在因素造成的角色冲突，又包括由抖音团购达人的角色意识偏差、角色学习不足以及角色扮演技巧缺乏等内部因素造成的角色冲突。最后，提出了相应的角色冲突调适路径，就是既要完善抖音团购达人的保障激励机制、改进抖音团购达人的培养机制、建立抖音团购达人工作协同机制，也要规范抖音团购达人的角色职责、增强抖音团购达人的角色意识、促进抖音团购达人的角色学习和提高抖音团购达人角色扮演技巧。

With the advent of the Internet era and the rise of short video technology, the short video platform based on Tiktok has launched "Tiktok Life Service", taking "inspiring new life and helping good business" as its mission, and is committed to becoming the most trusted life service platform for users and partners. Tiktok Life Service is using real, high-quality and rich content to meet users' local life needs in all scenes and categories, helping users from discovering a better life to experiencing a better life; Help merchants to carry out video operations, and help the digital innovation of the life service industry. In this context, the group of "Douyin group buying talent" came into being. The group buying talent of Douyin is growing. They connect merchants and users with high-quality content creation. While increasing revenue for merchants and planting grass for users, they also run their own business in Tiktok life services. However, in the new media era, in the development process of this new type of occupation, under the influence of internal and external factors such as various social contradictions, collision of multiple values, and clash of new and old concepts, the problem of cognitive conflict of the role of Douyin group buying master is becoming more and more intense. On the one hand, the correct role cognition and successful role playing of Tiktok group purchasers are conducive to promoting their positive evaluation and identification of their roles, promoting the full play of role functions, and helping the development of short video marketing in the new media era. On the other hand, it also helps to examine China's short video platform management system, social environment and other factors, which has important practical significance for guiding Douyin group purchase masters to successfully complete role playing and promote the standardized development of China's short video platform. Therefore, this study adopts the qualitative research method, pays attention to individual micro-level role experience and feelings, and combines the participatory observation method to conduct in-depth interviews and observations of Tiktok group-buying talent, trying to answer the following questions: The role positioning of Tiktok group-buying talent under the background of new media and the actual role cognition status of Tiktok group-buying talent under the background of new media? What is the deep reason for the role conflict of Douyin group buying talent? What are the ways to adjust the role conflict of Douyin group buying talent? In this study, the characteristics of the Douyin platform and the current academic literature on Douyin group buying experts were consulted. According to the characteristics of social roles, this study summarized the role characteristics of group buying talent into three aspects: objectivity, correspondence and role-playing.

The study found that there are realistic representations of inter-role conflict and intra-role conflict in the process of role playing. The conflict between the roles of Douyin group buying master includes the conflict between the role of ordinary person and the role of group buying master with goods in the offline life field, and the conflict between the role of group buying master and the role of Internet celebrity in the online network. The conflicts within the role of Douyin group buying master include the conflicts caused by the pursuit of traffic and the discipline of the platform, the conflicts caused by the homogenization of the content of the group buying master and the realization difficulties caused by the saturation of industrial development. Based on this, according to the status quo of role conflict of Douyin group buying talent, this paper analyzes many reasons for role conflict of Douyin group buying talent, including the role conflict caused by external factors such as incomplete system and mechanism construction and unclear role responsibilities of Douyin group buying talent. It also includes the role conflict caused by internal factors such as the deviation of role consciousness, the lack of role learning and the lack of role playing skills. Finally, the corresponding role conflict adjustment path is proposed, which is to improve the guarantee and incentive mechanism of Tiktok group buying talent, improve the training mechanism of Tiktok group buying talent, and establish the work coordination mechanism of Tiktok group buying talent. It is also necessary to standardize the role responsibilities of the group buying talent, enhance the role awareness of the group buying talent, promote the role learning of the group buying talent and improve the role playing skills of the group buying talent.