Research On The Ritual Communication Of E-commerce Live Broadcasting In China ——Taking Taobao Live As An Example

Based on the theory of ritual communication,combined with the concepts of communication science and anthropology,this paper makes an overall interpretation of the ritual communication process of callers' live broadcast in recent years.First of all,by sorting out the concept and research status of ritual communication,this paper determines the research object and scope of ritual communication,and explains the rationality of discussing China's e-commerce live broadcasting from the perspective of ritual communication.Secondly,by combining the theory of ritual communication and using research methods such as participatory observation,questionnaire survey and in-depth interview,the paper discusses the symbol construction,positive value and future development of e-commerce live broadcast ritual communication.It is found that e-commerce live broadcasting is a large-scale ceremony exhibition activity connecting online and offline,and it is a feasible research idea to take care of e-commerce live broadcasting by adopting the theory of ritual communication.Secondly,in the process of broadcast ceremony,e-commerce mainly carries out symbolic construction on scene,process,content and form,thus completing the common context foundation of ceremony participants.Thirdly,in the transmission process of e-commerce live broadcast ceremony,the common memory generated by participants' decoding of symbolic meaning will react on the social reality and promote social integration and economic development to a certain extent.However,at the same time,there are some problems in the process of broadcast ceremony of China's e-commerce live broadcast.At the end of this paper,in the hope that China's e-commerce live broadcast industry can play a greater positive value in the future.