Mija M. Van Der Wege’s research while affiliated with Stanford University and other places

... The stories made up by the live streaming hosts amount to an imaginary narrative space in which the viewers can identify with their own lived and desired experiences. Second, the use of second person pronoun, "you", has a notable deictic function of inviting the viewers to identify themselves with the putative subject position created by the host, instead of using "I" to reflect the first person point of view (Clark & Van der Wege, 2001). This corn-selling session reminds of the "therapeutic culture" that "promotes not simply emotionalism but emotionalism in an intensely individualized form" (Lorenzo-Dus, 2008, p. 84). ...

Reference:

Introduction: Approaching Social Identities and Discourses in Chinese Digital Communication