Yanzhi

is an internet buzzword

referring to the evaluation of an individual’s physical appearance. Live streaming endows

Yanzhi

with readability and appreciation value. The comfort thus given to the senses and minds of audiences makes it possible for them to enter the spiritual world. Taking the Douyu live streaming platform as the carrier

this article studies its female anchors with high

Yanzhi

by using virtual ethnography. Furthermore

in-depth interviews have been conducted with part of them and their loyal and stable audiences to explain the phenomena of

Yanzhi

worship and

Yanzhi

consumption in the virtual field. Anchors with high

Yanzhi

use their youth

emotional labor

and the construction of the virtual consumption space to stimulate consumption behavior of the audience. Group loneliness

emotional emptiness

and a lack of desire induced by the modern society further stimulate the audiences’ consumption behavior. Live streaming platforms build the bridge

gather individuals from different circles and provide the live streaming carnivals that release the pressures of the individuals

meet the demand of their desires

and reconstruct their identity.