Shen Qiwu and Song Jachen, in the “Journal of Fujian Normal University (Philosophy and Social Sciences Edition)” Issue 2 of 2025, argue that live-streaming sales, as a key model of the entertainment economy, is reshaping consumer practices in the digital age. By interweaving entertainment experiences with auditory rhetoric, live-streaming sales integrates and arranges sonic elements within the live-streaming space. It embeds sounds carrying symbolic meanings into psychological mechanisms such as pure contact, external motivation, and excitement transfer. This process achieves psychological catalysis, sensory activation, and subtle discipline among the users. It simulates perceptual experiences to foster interaction, creates pleasurable sensations through meticulous sonic layouts, and achieves subtle persuasion through the strategic configuration of knowledge and power.
The sonic practices in live-streaming sales have become an invisible tool for capital to intervene in users' lives and restructure the order of consumption, posing a risk of erosion of subjectivity by entertaining content. While acknowledging the high controllability and interactivity of live-streaming sales, it is crucial to maintain a cautious attitude towards the infiltration of consumerism and the manipulation of subjectivity by capital. This approach is essential for promoting the development of a healthier, more rational, and sustainable entertainment economy ecosystem.