Research On Webcasting Governance Based On Interaction Ritual Chains

The webcasting industry is in both ascendant and chaos.Based on Randall Collins' s Interaction Ritual Chains theory,this paper analysed the elements,mechanism and results of the interaction ritual in webcasting scenes from a micro-perspective,and explored the social psychological factors of the chaotic phenomenon by means of case studies and barrage text mining.On the basis of interactive observation,policy research and industry analysis,this paper optimized the governance strategies with multiparticipation,multi-governance,multi-pronged and multi-initiatives.Firstly,the definition of webcasting as well as its characteristics compared with traditional live broadcasting was clarified with phased development combed and 4 major governance difficulties outlined,which lay the groundwork for following analysis of the governance strategy of webcasting based on interaction rituals.Subsequently,five aspects including theoretical basis,interactive subject,composition conditions,occurrence mechanism and ritual results were focused on to discuss the interaction ritual links in webcasting activities in detail: flexible gathering generated collective excitement through the common focus of attention and rhythmic emotional connection,then came fan groups with identity symbols,rich emotional energy,social interaction and moral sense of maintaining group unity.Then,Douyu,one of the most popular webcasting studio was chosen as an example to verify the interaction ritual mechanism of webcasting industry.With the help of garage crawler program in Python and basic natural language processing technology(NLP)word segmentation,tagging,word frequency statistics,keyword extraction,emotional analysis and visual word cloud were applied in the analysis.Two core resources of interaction ritual market,namely,emotional energy and symbol capital were also taken in to consideration.Finally,based on the theoretical analysis and case studies,frequent webcasting chaos were attribute to situation anomie,sensationalism,interest collusion and improper barriers.etc.From the micro-interaction to mesoscopic-operation and then macro-governance,tridimensional and multidimensional governance strategies were optimized,with government,platforms,industry associations and the public involved.