Interaction Ritual Chains Of Tik Hok And Value Creation

With the acceleration of the pace of modern life,short videos with the main characteristics of "short,frequent and fast"are attracting more and more mobile phone users to meet their needs for fast-food information and entertainment functions Apps with the main social function of short videos are rising.With the help of fresh ideas and rich inspiration,they bring the spirit of entertainment interaction into full play,and the market continues to grow rapidly.The "Tik Tok" that is incubated by t"Today's headline" has sprung up and leaped into a "national" short video app,which has achieved great commercial success.The reasons for its success deserve in-depth study and reflectionThis paper uses the interactive ritual chain theory to carry out the research,and takes the "Tik Tok" app as a case study to deeply understand the mystery behind its success.Firstly,the elements of the interactive ritual chain of "Tik Tok" are analyzed:body presence,outsider limitation,common topic and emotional connection.On this basis,this paper focuses on the emotional energy conveyed by the symbolic capital of the "Tik Tok" interactive ceremony,and makes clear the emotional energy acquired by users in the interactive ceremony by means of questionnaires,thus analyzing the results of the "Tik Tok"interactive ceremony,that is,establishing the "Tik Tok"interactive ceremony market.Then,with the help of the theoretical knowledge of value co-creation,the relationship between value production and value creation in the interactive ritual market of "Tik Tok" is analyzed.It is found that "Tik Tok" achieves value creation by means of link-driven,situational network and personality recommendation,and the value co-creation relationship between users and platforms is established.Based on the above research,it is found that the reason for the popularity of"Tik Tok"is that it successfully constructs interactive ritual chains,which enable platform suppliers,platform managers,stakeholders and platform users to establish a close cooperative value creation and sharing relationship.The successful experience of "Tik Tok is of great significance to both old and new media and Internet enterprises.While achieving great success,there are also some hidden worries in the interactive ritual chain of "Tik Tok".The algorithm and personalized recommendation mechanism of the platform make mistakes repeatedly,which leads to frequent illegal advertisements and blind diffusion of video which violates the mainstream values.Therefore,while summing up the successful experience of Tik Tok",this paper also reflects on the personalized recommendation mechanism and algorithm checks that support the interactive ritual chains.Only in this way can we find the root of the problem in practice,and make the best use of the symptoms and avoid the disadvantages.