Research On Interaction Rituals In Short Video Dissemination

The rapid development of short videos and the emergence of more and more young audiences have enabled traditional media to effectively disseminate information,improve communication effects,and create a media image that is close to the people.As a representative of short videos,Tik Tok's success lies not only in novel forms and trendy content,but also in the interaction between account subjects and audiences.Television sets interactive topics for audiences watching in the same space,while new media platforms allow audiences in different spaces to interact in real time.Nowadays,the emergence of short videos has forced traditional media to enter new media platforms,attracting young audiencesAs a representative of TV news,"News Network" actively integrates into the new media environment.Its Tik Tok account has its own halo when it is "born".It has attracted nearly30 million fans and 210 million likes after its first year and a half.This time,she has been on Weibo and Tik Tok hot search,and has become a phenomenon-level Tik Tok media account.This article selects the "News Network" Tik Tok account as the research subject,and the broadcast videos from August 2019 to August 2020 as the research sample to study the achievements and deficiencies of the account in the interactive process.The interactive ritual chain is a theory put forward by American sociologist Randall Collins in 2004.This theory is a theory of situation.It combines Durkheim's ritual research,Goffman's micro-interaction and interactive rituals,and combines emotions.Energy serves as the driving force of social interaction and constructs an interactive ritual chain model.This article takes Collins' interactive ritual chain theory as the theoretical framework,and has certain theoretical support for audience research in the new media environment,such as the extent to which audiences can gather together,and the duration and intensity of the gathering.As the main force in the national propaganda team,mainstream media has the task of leading public opinion and grasping the trend of mainstream social thoughts.From the long-term development point of view,mainstream media's new media accounts must have audience awareness,and they must also operate mainstream media's new media accounts.The development direction also puts forward its own suggestions,putting the audience first,and continuously optimizing the interactive form and communication content through market-driven and technological improvement,and choosing an account operation method that conforms to the law of communication,in order to improve the communication effect of mainstream media.Realize the organic integration of traditional media and new media,and promote the long-term development of mainstream media in the converged media environment.