| KOL anchor delivery mode is deeply loved by the majority of users,reflecting the advantages of "live + e-commerce".With its own influence and huge fan scale,KOL has gathered elements such as technology,emotion and capital to build an interactive ceremony of virtual community in the process of live broadcasting,driving the transaction of goods.In KOL live broadcasting room,network users interact with KOL anchor through virtual presence,and express their identity through likes,forwarding,comments,purchases and other ways,forming a ceremonial field.This study analyzes the constituent elements of the interactive ritual chain in the live broadcast context,and discusses the ritual operation process of Li Jiaqi's Taobao live broadcast room combined with a case.The full text focuses on the operation mechanism of "interactive ritual chain",which is divided into five parts.The first part combs the development stage and current situation of live delivery,and believes that KOL live delivery mode is a blend of technology,emotion,capital and other factors.The second part focuses on the formation and feedback of the "interactive ceremony chain".Taking the live broadcast platform as the starting point,it puts forward that social media has built an interactive ceremony space of virtual presence.Based on the clustering and operation of the "interactive ritual chain",the third part believes that group communication constructs the interactive ritual chain,and KOL guides the participating groups to form group symbols,group unity and group morality.The fourth part highlights the sharing and identification of the "interactive ceremony chain",and deeply analyzes the emotional energy and its externalization in the interactive ceremony,that is,netizens express their love through likes,participate in the interaction through comments,share their emotions through forwarding,and express their identification through purchase.The fifth part focuses on the entrepreneurship and venture capital of the "interactive ceremony chain",analyzes the impact of capital investment on the interactive ceremony chain,and believes that capital investment can provide favorable material guarantee for the development of interactive ceremony.The study found that at the technical level,the update of media technology and the creation of live broadcast platform provide a convenient,fast,intuitive,timely and interactive platform for interactive ceremony;At the emotional level,users' emotional identity and the accumulation of emotional energy run through the whole interactive ceremony process,forming a group symbol marked by KOL;At the capital level,the investment of capital elements affects the final effect of the interactive ceremony.Through the case analysis of Li Jiaqi's Taobao live studio,this study further clarifies the constituent elements and operation mechanism of interactive ceremony in the context of new media,reveals the important role of interactive ceremony in constructing group psychology and affecting group behavior,and thus enriches and expands the "interactive ceremony chain" theory proposed by Collins,It has a certain reference value for the standardized development of KOL live broadcast cargo industry. |
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