The Rise of the Live Streaming Industry and the Evolution of Relevant Legal Regulations

Based on the theoretical framework of legal sociology, this paper explores the interactive relationship between the development of the live streaming industry and its legal regulation. It systematically reviews the industrys evolution from a regulatory vacuum in its infancy, through the phase of rapid expansion accompanied by administrative intervention, to a stage of standardized development characterized by diversified co-governance. The study analyzes key governance challenges, including vulgar content, blurred subject responsibilities, and the abuse of technology. Through historical analysis and case studies, the paper uncovers a dual logic of legal regulation: on the one hand, targeted legislation such as the Administrative Measures for Online Live Marketing constructs a normative system to address practical issues like false advertising and contractual disputes; on the other hand, industry innovation compels legal transformation, as exemplified by disputes over virtual streamers prompting the delineation of virtual property rights. From the perspective of the "law and society interaction" framework, the study demonstrates the formation of a dynamic responseadaptation mechanism: law enforces social control through systems of subject responsibility, while the industry, through technological innovation and interest negotiation, in turn promotes legal refinement. The paper proposes a governance framework comprising specialized legislation + technological regulation + diversified co-governance, offering a paradigm reference for the legal construction of emerging industries in the digital economy era.