Study Of Emotional Interaction In Content Communities ——Taking The Case Of Xiaohongshu And Netease Yeation

With the rapid development of the Internet technology,the spatial and temporal limitations of human connection are broken.Users are more interested in content information being disseminated and interacting with people.Meanwhile,there is a large amount of content marketing demand from advertisers,and content communities are born.As a channel for content marketing and audience interaction,it is worth exploring the characteristics of narrative discourse in content communities,the influence of emotions on interaction effects,and how to develop effective comment interaction strategies.This article takes the content community Xiaohongshu APP community and the Netease Yeation APP "Xuanxiang" community as the research objects,combines the theory of interactive rituals from the perspective of narrative discourse and emotional interactive communication,and adopts text mining and content analysis as the research method.This study analyzes the 989 contents and 9090 comments of the food community of Xiaohongshu APP comparing with 4060 contents and 6550 comments of the food channel of the community of " Xuanxiang" in the Netease Yeation APP.Besides,the study analyzes the micro-narrative characteristics of content communities and the effect of appealing to emotions in interaction,and summarize the interactive communication strategies including targeting comments based on user profiles to create a good interactive atmosphere.First,based on the realistic background and the problems found in the internship practice process,the research framework,research methods,research theories,and research objects of this paper are proposed.The second part compares the basic concepts and the current research status of content communities,user interaction,narrative discourse and emotional interaction,and presents the research questions of this paper.The third part analyzes the content ecology of the platform in relation to the content texts of the content community,including content acquisition,topic setting,and the "positive energy" guidance of narrative discourse in content creation,and content empathy;in terms of comment interaction,the " Xuanxiang " community also interacts with users in a friendly manner through an interactive audit-style strategy to create a friendly atmosphere.Subsequently,this study combined with Dalian University of Technology's Chinese emotion vocabulary ontology library to segment and identify the emotion of comments,and evaluate the impact of fine-grained emotional elements on users' interactive communication.Finally,based on the previous analysis the author makes some suggestions for the interactive operation and maintenance of comments in content communities today.This study finds that narrative discourse in content communities can trigger users' empathy and drive their comment interactions to connect with others and break the sense of unfamiliarity.Based on the analysis of the fine-grained emotions expressed in comment interactions,it was found that in both communities,the number of positive emotions was significantly higher in comments that triggered interaction behavior than in comments that were unasked for.Among them,comments that resorted to "happy" and "praise" emotions were more likely to receive replies,i.e.,the informationawakening entertainment significantly increased users' willingness to participate and even triggered individual sharing behavior.But at the same time,it is also necessary to diversify the form and content of comment texts,and to make comments in a targeted manner.In particular,it is necessary to combine user profiles to interact with users who have high emotional energy,so as to influence people with low emotional energy,and to awaken new emotions and inspire other users.In the context of the continuous emergence of various content communities,the interactive communication of appealing to emotions in content communities is studied in order to bring new ideas about the effect of emotional interaction communication in content communities and provide theoretical guidance for the creation of atmosphere and user portrait analysis of community operation.