Research On The Phenomenon Of "NetDepression Cloud" Based On The Theory Of Interaction Ritual Chain

With the development and popularization of Internet technology,the media has become an indispensable extension of human beings.Reading under the network environment has peculiarities of fragmentation and superficiality,and the effect of emotional communication is often greater than information itself.With the support of technology and the guidance of emotional marketing,Netease Cloud Music mainly promotes music socialization,and successfully builds a composite mode of "listening to songs & commenting",which becomes a virtual space to release the desire to express and find emotional sustenance.The considerable user cardinality and emotional-driven active user expression have accumulated a large amount of user production content for Netease Cloud Music,making it become one of the mainstream music products.However,water can carry a boat and overturn it.After longterm accumulation,excessive negative emotions expanded rapidly around July 2020.The comment area originally aimed at expression was filled with false and exaggerated negative emotions,which was jokingly called "Net Depression Cloud".Under the repeated dissemination and rendering of major social media platforms,"Net Depression Cloud" has become the target of resisting funeral culture.Interaction ritual chain is the theory of sociological research based on microscopic phenomena and put forward by Randall Collins,which explains the dynamic mechanism of emotional communication within groups by constructing an interactive ritual model.At the beginning of its birth,this theory was mostly used in face-to-face interpersonal communication scenes,and Collins believed that interactive ceremonies could also be formed by means of television and internet,but their intensity was weaker than personal presence.In today’s era of Internet popularization,the interactive ceremony is also strong in the network scene built by relying on technology,and because of the breakthrough of technology’s obstacles to time and space,the scale of the people involved in the interactive ceremony under the network environment is larger,and the operation and influence time is longer.Based on the hot spot of " Net Depression Cloud ",this paper studies the interactive ceremony and emotional communication in Netease cloud music situation from the new perspective of failure ceremony under the guidance of Interaction ritual chain.By constructing an interactive ceremony model,it analyzes the power source of Netease cloud music users’ production content,According to Net Depression Cloud’s heat,the early stage,the middle stage(prevailing stage)and the late stage are divided.Using Python to extract user comments from the corresponding time periods of the three periods for emotional analysis,combined with questionnaire survey and in-depth interview data,the performance,influence and reasons of the phenomenon of "network suppressing cloud" are explored,and then puts forward suggestions on emotional management in Netease cloud music situation from two aspects of users and platforms.The article is generally divided into introduction and four chapters,The first chapter is the introduction,which introduces the research background,research significance and research methods of the article,traces the current research on Interaction ritual chain and Netease cloud music.The first chapter analyzes the establishment of music socialization on Netease cloud music platform,and with the support of Python tools and ROST-CM semantic analysis software,presents the phenomenon of " Net Depression Cloud" by means of data.The second chapter explores the motivation of users of Netease cloud music platform to produce content under the guidance of the Interaction ritual chain,constructs the interactive ceremony model in this situation and analyzes its operation mechanism.The third chapter traces back to the source,analyzes the causes of the phenomenon of " Net Depression Cloud " from three perspectives of platform,ceremony and group,and explores its influence on platform and user groups.The fourth chapter gives suggestions to users and platforms on how to reduce the recurrence probability of the phenomenon of "Net Depression Cloud " on the basis of the preceding text.The research results show that the interactive ceremony is established under the Netease cloud music situation,and the successful interactive ceremony can effectively enhance the user’s stickiness and group identity,while the failed ceremony can not produce the expected effect,and may even have the opposite effect.The appearance of " Net Depression Cloud " is a great impact to both platform and users.The main reasons for the phenomenon of "Net Depression Cloud " are excessive negative emotion guidance of platform and suggestion and imitation within groups.It is necessary to improve the platform’s sense of responsibility and users’ media literacy,so as to reduce the probability of recurrence of similar phenomena.