Research On The Communication Of New Domestic Brands From The Perspective Of Ritual View Of Communication

In the wave of Internet development,a number of new domestic brands rise rapidly and with the change of the ecological pattern of internet traffic,the brand communication mode has encountered new challenges and undergone new changes in the development of the time.At present,new domestic brands need to further strengthen brand culture construction on the one hand,on the other hand,they need to deepen the interactive relationship with consumers.As a representative new domestic brand,HEYTEA promotes brand communication with the concept of long-termism,and its characteristics are highly consistent with the theory of ritual view of communication.In the ritual perspective pioneered by James Carey,communication can be seen as a "rite" in which participants interact with each other and share culture and meaning.This study,which takes the ritual view of communication as the main theoretical framework and takes the new domestic brand HEYTEA as the research object,utilizes case analysis,text analysis and participatory observation research method to explore the path and specific actions of HEYTEA in the ritual shaping of the brand communication in the new internet traffic pattern.At the same time,this study also employs in-depth interview method to explore the process of consumers' participation in brand communication to clarify the interaction and emotional relationship of consumers in this process,analyzing a series of performances of their initiative.The findings are as follows: First,HEYTEA blends traditional and modern cultural elements in its brand communication process,and creates a symbol signification system with rich brand symbols,so that its brand culture and values run through the whole process of brand communication;Second,with brand communication as the rite,HEYTEA,which carries out internet traffic operation for public and private ritual space,completes the performance of brand culture in the process of public-private cooperation and continues to interact and communicate deeply with consumers so as to maintain the long-term relationship between the brand and consumers.Third,consumers also play a major role in the brand communication practice of HEYTEA.Consumers generate emotional identity based on the symbolic interaction with the brand and carry out brand communication in self-presentation.Meanwhile,consumers interact with each other online and offline,and their emotional potential energy and group sense of belonging also accumulate continuously.In addition,in the process of reproduction of brand culture,consumers jointly build the rite of HEYTEA brand communication,which makes the meaning of the brand present a richer level.