Research On The Value Enhancement Strategy Of Paper Media Brand From The Perspective Of Interaction Ritual Chains

Traditional media organizations face a huge challenge in the era of new media.The decline of advertising and the continuous loss of readers are the vivid demonstrations.Although many traditional media organizations are constantly exploring the path of reforming,the downside trend is still unavoidable.Faced with the impact and challenges of social media,many traditional media organizations choose to open their own official public accounts in the social media platform to spread their brands.This is an attempt to reform.Some media organizations choose to run governmental WeChat for the government,which can help increase the communication power and influence of the government WeChat,and increase revenue as well as media brand value at the meantime.This article uses Collins' "interactive ritual chain" theory and takes the Daily Sunshine government WeChat operation team as an example.I firstly expounds the conditions for the existence of the government WeChat interactive ritual of the party newspaper,and then based on this,proposes the interactive ritual value of the party newspaper brand strategy,that is,to create a social focus of common concern,to harvest emotional energy,to harvest symbolic capital.The traditional media service on behalf of the government WeChat business not only promote the income generation,but also help improve the new media business experience of traditional media,open channels for communication between the government,the masses and the media,and is more conducive to the value-added of the media's own brand.In the era of new media in which the major of traditional media are devastating,the way to run new government media is worth learning.