The Study On E-commerce Festival Phenomenon From The Ritual View Of Communication

With the rapid prevalence of the Internet,and the integration of economic and industrial markets,online shopping has been closely related to people’s daily lives.It provides a good opportunity for the rise of B2 C,C2C online shopping mall.These online shopping platforms gradually matured.The scale of online shopping transactions has hit record highs.To gain a firm foothold in the fierce marketing competition,A proper marketing methods is essential.In this environment,E-commerce self-made festivals such as JingDong 618,LeShi 919,Tmall’s double 11 came into being.In the fierce commercial festival war,some online shopping platforms not only didn’t achieve the desired results,but also makes consumers disgusted and leads to negative social public comments.This situation brings serious challenge to the whole industry’s standardization and order,which also leads to the thinking of social and cultural areas.At present,there are still some limitations and vacancies in the field of social culture study.American scholar James W.Carey put forward the ritual view of communication,which explores the communication impact of culture and social development from the anthropology,literature and other disciplines.It constructs and maintains an orderly and meaningful cultural world.The new perspective is a useful complement to empiricist research methods.Then is the phenomenon of E-commerce festival one kind of ceremony? Based on the ritual perspective of communication,this paper first explains the concept and development of E-commerce self-made festival,and then analyzes the characteristics of it by festival naming,time dimension,audience and communication characteristics.Taking Tmall’s double eleven global carnival of 2016 as a typical example of E-commerce self-made festival,which is analyzed according the ritual origin,ritual participants,the production and reproduction of implication,experiential sharing,and the timing connection five aspects.The study found that Tmall’s double eleven global carnival meets all the elements of the ritual concept,and already becomes a kind of ceremony,even created a "disruptive social culture".The author used the knowledge of semiotics to analyzes the text,picture,audio and video symbols of the Tmall’s official microblog on the question of how to shape the ceremony.And then combined and restored the process of the ceremony’s construction.Finally,the author summarized and rethinked about the phenomenon of the E-commerce self-made festival in the social and cultural fields.