拟亲属称谓在网络场景中的广泛使用，已经变成一种普遍的语言变化现象。当下火爆的直播带货，就为我们提供了一个可以细致观察这类语言用法的窗口。本文把抖音带货直播间中主播日常说出的各类话语作为研究所用的语料，从社会语言学出发，梳理“家人们”“宝子们”“哥哥姐姐们”这些常用拟亲属称谓具备的结构形式、日常使用习惯以及它们发挥出的社会作用。经过分析，这类拟亲属称谓，在实际语用中出现了三种比较明显的变化：偏向尊重他人同时兼顾亲近感的词汇，逐渐转变为追求新鲜感的同时主打拉近心理距离的表达；用来标注对方身份的单向称呼方式，逐渐转变为可以营造出双向虚拟人际关系的称呼方式；日常交际中的礼貌用语，逐渐转变为可以帮助商家完成产品售卖的营销手段。造成这一系列改变的核心原因就是情感劳动被商业化，主播借助亲切的称呼用语，把进入直播间的普通观众虚拟成自己的家人，依靠语言唤醒大家内心依赖的家庭情感，并顺利将这份情感转化成实际的购买意愿，还有长期稳定的粉丝社群归属感。拟亲属称谓在直播场景中的语言变化，既是现代汉语为适应新媒体做出的自我调整，也让我们看到商业运营逻辑已经慢慢渗透到普通人日常说话与交往的方方面面，这一语言现象，反映出数字环境下人与人之间关系慢慢走向商品化，需要我们进一步结合语言和社会之间的相互影响去观察与研究。

The widespread use of fictive kinship terms in online contexts has evolved into a prevalent linguistic shift phenomenon. The currently booming live-streaming sales industry offers a valuable lens for close examination of such linguistic practices. Taking utterances delivered by live streamers in Douyin sales live rooms as research corpus, this paper adopts a sociolinguistic perspective to sort out the structural forms, daily usage conventions and social functions of commonly used fictive kinship terms including “family folks”, “darlings” and “brothers and sisters”.

Analysis reveals three prominent pragmatic transformations of these fictive kinship terms. First, terms that prioritize respect while maintaining intimacy have gradually shifted to expressions that prioritize novelty and psychological closeness. Second, unidirectional address forms designed to identify interlocutors have evolved into appellations that construct two-way virtual interpersonal bonds. Third, polite expressions for daily communication have turned into marketing tools facilitating merchants’ product sales.

The core driver behind these transformations is the commercialization of emotional labor. Through affectionate address terms, streamers virtualize ordinary viewers as their family members, evoke the innate familial attachment of audiences via linguistic cues, and successfully convert such emotional resonance into tangible purchasing intentions and long-term sense of belonging within fan communities.

Linguistic variations of fictive kinship terms in live-streaming contexts represent a self-adaptation of modern Chinese to new media platforms. Meanwhile, they expose the gradual permeation of commercial operational logic into ordinary people’s daily speech and interactions. This linguistic phenomenon reflects the growing commodification of interpersonal relationships in the digital era, which calls for further observation and research centered on the interplay between language and society.