Research On Online Video Users Based On The Theory Of Interactive Ritual Chain

With the development of science and technology,peoples' ways of watching videos have changed a lot.Nowadays,watching online video has occupied people a large amount time and became a main entertainment to relax.More and more interactive functions are realized on the basis of the progress of technology,users can communicate with each other no matter where they are,realizing the “synchronized watching”.The ways of users interact with others and strengthen their relationship in the virtual space by interactive functions will be discussed in this paper,which not only inspire the program producers but also provide a reference for the content of online videos,enhancing our understanding of the online world.This paper selects the online video program "Battle of Tian Lai" as a research case,adopting Cyber-ethnography as the main research method.After two and a half months of virtual field investigation,a lot of data and field notes for this program have been collected by a comprehensive inspection of different online interactive channels,lastly,deeply interviewing online video users to verify the conclusion.In order to understand the interactive behaviors of online users,this paper selects "Interaction Ritual Chains" as the theoretical framework,the essential elements constituting an interaction ritual in the online video watching are analyzed: the common key focuses of program “Battle of Tian Lai”,the voting interface,comments and barrage with highly personalized messages to form the group excitement which is necessary in interaction ritual chains.Then reply the comment and click a “like” retained the rhythm of group excitements.The ways of interactive channels formed interaction ritual and users make transaction in the interaction ritual market are discussed.Finally we can figure out users' energy how to change,how to interact and construct meaning.The study indicates that the user's comments,click like,voting and other interactive function are the basis of online use's interactive behavior.In the interactive process,the emotional energy will be transformed into a positive power to make more interactions.As emotional is highly concentrated,thus users tend to participate in the next interactive,online video viewing platform become more active.