| The Spring Festival in 2014,the Tencent's WeChat pioneered the red packet function,was praised by the public for a time,the Internet is active on social networks,and Alipay,QQ platform has also launched a red packet function,and during the Spring Festival in 2017 and 2016,set off another round of war of red packet,this Although quality is the expansion of the mobile payment market,it is undeniable in the Internet era that the combination of traditional red packets and new media will have a great impact on the culture of red packets.The custom of sending and receiving red packets in the Spring Festival has been extended from ancient times to the present.In today's Internet era,the custom has extended from the real space to the Internet space driven by the commercial interests,social changes and technological development.The intervention of the new media will have a great influence on the tradition of this custom.At present,most of the domestic research on Internet red packet is regarded as a commercial product and the economic effect behind it.Few scholars have studied it as a cultural phenomenon.Inspired by a ritual view of communication by James W.Carey,the author tries to analyze the phenomenon of the spread of the red envelopes of the Internet.From three aspects of the pattern of red packet transmission,ritual participants and ritual scenes,the author finds that the culture behind the ritual of red packets does not emphasize material meaning but pays more attention to experience,and from strengthening the consciousness of the family to emphasize the equality of everyone.The involvement of the Internet also made the red packet ritual a daily activity.the author hope to avoid the elimination of the festival culture,interpersonal relationship and cultural community through the study of the Internet red packet,and summarize the development of the modern network evolution from three aspects of technology,communication and function,and supplement the insufficiency of relevant research. |
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