| The concept of native advertising has been proposed since 2012,and there has been a long history of domestic exploration of native advertising whether it is practice exploration or academic research.However,in addition to determining the concept,many current researches focus on the instrumental research of native advertising.They only attach importance to the field of information transmission in content creative practice and communication strategies of native advertisements,and ignore the use of disseminated ritual concepts to observe advertisements and advertisements.As a ritual,it is important for cultural construction and integration of human society.Native advertisements are also an advertising ritual.With the change of the media,advertisement rituals are correspondingly “upgraded”,showing a different ritualization process on the WeChat end.Based on the theory of ceremonial communication,space production and interactive ceremonial chain,this article researches the ritualization process of native advertising on WeChat.Excluding the introduction,the text,including the epilogue,is divided into six parts:The first part,through the combing of numerous definitions of native advertisements both at home and abroad,grasps the concept and characteristics of native advertisements,and based on the author's final determined concept,determines that there are two main forms of WeChat native advertising: the information flow advertisement of WeChat and the WeChat public account.Content native ads;The second part,whichis based on the premise that Gao Lihua's inference of "advertising as a ritual" in the advertising ceremonies spreads,and categorizes the ritualization process of WeChat's native advertisements.The advertising circle of information flow advertising in the circle of friends was compared with the advertising ceremony on traditional media,which enabled the networking of advertising ceremonies.The content disseminationand spatial design of the WeChat public number are characterized by ritualization.Therefore,the original advertisement transmission placed on the WeChat public number is also re-ritualized.The third part,which analyzes the nature of the ceremonialization process of WeChat's original advertising from the theory of space production,and finds that the realization of networking of advertising ceremonies is mainly through the use of technical means to achieve spatial compression and break through the spatial obstacles,while the ritualization of advertising is again a dark and irrational one.The results of the discipline of debris space;The fourth part,which analyzes the generation conditions of the interactive ceremonies of the WeChat original advertisements and the dynamic mechanism of the interactive reciprocal rituals in the advertising ritual from the micro perspective;The fifth section,which summarizes the significant changes and impacts brought about by the upgrade of the WeChat native advertising ritual.The conclusion part summarizes the content of this research,and also proposes the shortcomings and deficiencies in the study,enumerating many of their own doubts and looking forward to later studies. |
