A Study Of The Media Spread Behavior Of Ceremony In The Web2.0Era

The Web2.0era of the media is point to provide individuals with information production, accumulation and dissemination, sharing of content both privacy and openness of information dissemination. One of the most representative of the hosting platform as Facebook and Twitter in the United States, China’s Q-zone,weibo and renren.As a special and significant event in the virtual world, the owned media age ceremony spread in many ways showed similar characteristics to the ceremony in real life. As virtual property is the basic characteristic of the network, the ceremony itself is also a virtual field. Ceremony is playing a role, lies in the form of symbols to create the scene of a historic live broadcast, resulting in a real communication effects. In this context, the owned media age ceremony behavior through the extension of time and space and arouse the audience’s expectations for the ceremony divine attributes to play the spread of the ceremony utility.Behind the virtual space, there are a lot of "grassroots" demands in real life. The mainstream cultural cohesion and grassroots cultural dispersion characteristics constitute the real world differences. Mainstream culture is often dependent on the dominant role of the core values of penetration into the behavior of Internet users, thus play a guiding role. However the owned media in the balance of social mentality and reflect grassroots diversity has also played its unique performance. Therefore, mainstream of the guidance and coordination of network group has formed a reasonable complement from each other, and this relationship has prompted the public together into a whole. In a ceremony communication, social order deep into the main body of the heart, external rules are converted to body inner real demand. This also accelerate the return of the ceremony from the media to the ceremony characteristics from the other side.By observation and analysis of China’s mass media and the media ritual behavior between different forms of expression, forming mechanism, the communication effect, as well as the ceremony culture addition to the traditional culture, we found that the ceremonial communication is the essence of the spread with the help of all kinds of symbolic representation, make people’s imagination into reality, in order to rebuild a community of "ideal".In this paper, we study the nature and process of the media spread behavior of ceremony in the Web2.0era,unity the value of the individual and group identity. And with the help of the ceremony, we set up network traditional concept and interna value. Our purpose is to rediscover the modern sense of Chinese culture, and thus gain more recognition and acceptance of the outside world.