媒介伦理视角下社交电商平台中的悲情营销现象研究
Research on the Phenomenon of Sadness Marketing in Social E-Commerce Platform from the Perspective of Media Ethics

本文旨在深入探讨社交电商平台中广泛存在的悲情营销现象。作为一种新型的电子商务模式，社交电商兼顾社交属性和消费属性，受到广大消费者的青睐。在社交电商平台这一特殊环境下，悲情营销借助社交媒体的传播力量，展现出更为复杂和多样的表现形式。社交电商平台中的悲情营销现象不再是冰山一角，甚至已发展成为具有规律性的营销手段。悲情营销引发的情感消费在促进消费增长的同时，也不可避免地暴露了违背媒介伦理甚至违反法律法规的隐患。社交电商平台中的悲情营销在与新媒体伦理背道而驰的同时消费公众和社会的同情心，腐蚀社会诚信体系，相关问题亟需深入研究和整治。
This paper aims to deeply explore the widespread phenomenon of sadness marketing in social e-commerce platforms. As a new type of e-commerce model, social e-commerce takes into account both social attributes and consumption attributes, and is favored by consumers. In the special environment of social e-commerce platform, sadness marketing shows more complex and diversified forms with the help of the communication power of social media. The phenomenon of sadness marketing in the social e-commerce platform is no longer the tip of the iceberg, and has even developed into a regular marketing means. Emotional consumption caused by sadness marketing not only promotes consumption growth, but also inevitably exposes the hidden danger of violating media ethics and even laws and regulations. Sadness marketing in social e-commerce platforms runs counter to the ethics of new media while consuming the sympathy of the public and society and corroding the social credit system. Relevant problems need to be deeply studied and corrected.