Research On Douyin Short Video From The Perspective Of Interactive Ceremony Chain

With the popularity of smartphones and the advent of the 4G era,people are no longer satisfied with socializing with text,pictures,and voice.Short video socialization has become the trend of the moment,and various short video apps that cater to fragmented entertainment are also emerging.The short video industry is developing in a spurt.Surrounded by many old short video apps,the "Douyin" short video has come to the fore and become a "dark horse" in the industry.In just 3 months,it has captured 80 million active users and became the hottest in 2018.The impact of short video applications is also growing.This paper believes that the success of Douyin is not only the novelty and trend of its content and form,but also the interaction that takes place within this platform.As a typical social short video app,its core function is social,and the essence of social interaction is interaction.Therefore,this paper uses the "interaction ritual chains" theory proposed by American sociologist Randall Collins to examine the interaction behavior within the platform.This theory combines Durkheim's ritual thought with Goffman's micro-interaction theory,and examines interaction from the "situation".The study found that a relatively successful"interactive ritual" was established in the short video platform,and the emotional energy and symbols generated in the interaction flowed into another interactive ritual with one interactive ritual,and continued to extend forward,forming a relatively complete the"interactive ritual chain".The Douyin user starts from the virtual body and uses short video content as the common focus and emotional stimulation point,and participates in the interactive ritual driven by emotional energy and symbol exchange.With the accumulation of successful interactive rituals,short-lived emotions become a long-term,exciting emotional energy.The emotional energy and symbols obtained this time can be used as the capital for the next interactive ritual.The product logic of the Douyin is actually:relying on content to attract users,through content to social,and finally using social to stick to users.The formation of the interactive ritual chain has enhanced the user stickiness of the Douyin,bringing stable users and heavy users to the platform.Severe users have some spontaneous cross-platform communication behavior,which makes the influence of Douyin radiate to other App internal and offline scenes,which in turn increases the heat of the short video.The vibrato user can get the thrill and emotional energy in the short video with low social cost,so the user's addiction to the short video is actually an addiction to the interactive ritual.The adverse effects of indulgence are subtle:it may lead users to pay too much attention to their "front-end image"-short video image of the network,ignoring the more important "background image";the "mimic environment" created by short video will make people Generate cognitive bias and emotional waste.However,the good propagation effect of the Douyin is unquestionable.In the context of the era of network powers,attention should be paid to this.The government and its related departments and traditional media should incorporate the Douyin platform into their propaganda positions and shape their own brand image,disseminate positive energy and export the core values of socialism and the excellent traditional culture of the Chinese nation in the form that young people like.