The Construction And Maintenance Of The Network Community From The Perspective Of The Concept Of Communication Rituals

The development of Internet technology has affected various fields in society.The media field has undergone tremendous changes due to its emergence.The mode of communication and the way of communication have changed.The important position of the audience has become increasingly prominent.Only traffic is used as a measure of the success of a platform.The era is gone forever.How to maintain the stickiness of the audience and the platform and strengthen the loyalty of the audience has become the top priority for all major portals.The innate convergence of the community and the function of maintaining emotions have enabled the major platforms to consciously use the functions of the community to promote interaction between users and improve user engagement.The online community,a new form of social group that transcends time and space constraints,makes it easier for the platform to maintain the audience.Therefore,the platform has begun to explore the construction and maintenance of the network community.Product communities,knowledge-based communities,interest-based communities,and vertical communities in the industry have sprung up,and the proliferation of online communities has made audience choices more free,and audiences have entered and exited the online community.The degree of freedom is high.One person can join multiple different or similar communities.How to maintain a long-term and stable relationship between the audience and the platform,strengthen the attraction of the community itself to the audience,and maintain the vitality of the community is important to the platform.significance.The development of China's online community is still in its infancy,and the network community operation model is not yet mature,and there are huge room for improvement in operational methods.How to build a high-quality online community and cultivate a loyal audience is the most concerned issue for each platform.At present,most of the operations of the online community are platform-centric,around the development of the platform,using the traditional information dissemination model,and discussing the construction and maintenance of the network communityfrom the perspective of the platform operator.It is consistent.However,this way of maintaining the online community is a product of the prevalence of functionalism and behaviorism,lacking vitality.The concept of introducing a ritual view of communication in the relevant research of the online community in a timely manner is not only necessary but also urgent.Among the many online communities,the knowledge community created by Luo Zhenyu and his team has received much attention.In 2016,the “I Get” APP,which was launched in June 2018,has more than 20 million registered users and 112 online subscription columns,with a total revenue of over 100 million.The success of “I Get”APP undoubtedly provides an experience for the platform to find a way out.Therefore,this article relies on the "I Get" APP,from the perspective of the ritual view of James W.Carey's communication,user-centered,using literature analysis methods,case analysis methods and participatory observation methods to analyze how to construct A network community with strong cohesiveness and a strong sense of belonging.Because this study analyzes the online community constructed by “I Get” APP from the perspective of ritual view,it does not analyze the content of the dissemination,but focuses on the way to construct and maintain the audience..This thesis is divided into five parts.The first part is to sort out and summarize the research status of the research topics and the research results of the predecessors,in order to discover the deep meaning of the ritual view on the construction and maintenance of the network community.The second part defines the concept of ritual and community,and compares the concept of ritual and ritual communication with the concept of network community and online community,and discusses the origin and development of ritual view and network community.Combing.The third and fourth parts are the main part of the article,with the core connotation of James W.Carey's ritual view-culture,communication,ritual,news and dialogue as the theoretical support,from the "I Get"APP shaped " Six aspects of “ceremonial ceremony”,“ceremonial symbol”,“collective memory”,“ritual scene”,“ritual interaction” and “ceremonial identity”explored the reasons why “I Get” APP knowledge community stood out among many online communities.The fourth part explores the “I Get” APP at the audience andtechnical level,what are the deficiencies and how to use the ritual view of communication to improve.The fifth part analyzes the presentation and resolution of the communication ritual view in the “I Get” APP,and tentatively summarizes the ways to construct and maintain the combination of online and offline,increase the interaction mode and the combination of pgc and ugc.Community.Through research,we can further understand the development of China's online community,clarify the positive role of James W.Carey's communication ritual view on the construction and maintenance of online communities,and the specific ways to“I Get” APP construction and maintain audiences.Analyze.I hope to provide some reference for relevant research in the future.