Research On The Interactive Ceremony Of CCTV News Tik Tok "It's Nice To Have You"

With the rise of short government videos,various media and government agencies have successively opened official accounts on short video platforms.Among them,Douyin short video has become a gathering place for short government affairs due to its huge number of fans.According to the number of users rankings such as Qingbo and Feigua,CCTV News Tik Tok has always been in the forefront.The number of users is the testimony of its influence.How it has gained a large number of fans while remaining serious,and how the fans,fans and the platform interact with each other.This series of issues remains to be explored.This research takes the representative collection of CCTV News Tik Tok—“It's so nice to have you” as the research object,using content analysis,case analysis and other research methods to cover the period from January 21,2020 to March 2020.The short video during the 15 th,combined with Collins' understanding of the interactive ritual chain,analyzed the interactive ritual process of the "It's nice to have you" collection,in order to provide a reference for the development of other mainstream media.Through the analysis of 68 short video samples,it is found that the interactive field,interactive scope,interactive content,and interactive results of CCTV News Douyin's "It's so nice to have you" have jointly promoted the generation of interactive ceremonies.The results of interactive rituals are not fixed.They are mainly divided into two types:success and failure: a successful interactive ritual will generate emotional energy,group unity,morality,and social relationship symbols.These results work together to promote users to be confident and happy.The feeling of starting the next interaction.A failed interactive ritual will cause users to feel empty,boring and depressed,and then resist or refuse to carry out the next interactive ritual.In the specific interactive ritual formation process,this research draws on Collins' interactive ritual model,and interprets it from four aspects: body gathering,exclusion of outsider barriers,mutual focus of attention,and shared emotional state.In terms of body gathering,"It's nice to have you" achieve virtual presence through the Douyin short video platform and short video release frequency;In terms of excluding outsiders barriers,"It's nice to have you" to exclude outsiders through algorithm recommendation technology and issue setting function;In terms of mutual focus,“It's nice to have you”users show their focus through interactive behaviors such as likes,comments,and reposts;in terms of shared emotional state,convenient interactive functions and participation of individual emotional energy make users interact The flow of ideas becomes possible.On this basis,the result of the interactive ritual was produced.