Research On Emotional Communication Of NetEase Cloud Annual Listening Report From The Perspective Of Interaction Ritual Chains

In recent years,the annual usage report launched by new media platform has become a "fixed program" in the Internet at the end of each year,covering social networking,music,shopping,reading,travel,fitness,question-and-answer community and so on.Chinese people have always attached great importance to the New Year,and the concept of bidding farewell to the old and welcoming the new has been deeply rooted in the hearts of the people.Personalized annual summary reports cater to the pursuit of young people for the sense of New Year’s ceremony,meet the need of self-presentation,and play a certain role in personal networking,brand marketing and recording social history."Net Ease Cloud Annual Listening Report" launched by Net Ease Cloud Music is a typical annual report on the use of new media.It appeared earlier and has a high popularity.By the end of 2022,the Weibo topic of "Net Ease Cloud Music 2021 Annual Listening Music Report" has reached 290 million views and 140,000 discussions,which has certain communication power and influence in the network.Based on the "Interaction Ritual Chains" theory proposed by American sociologist Randall Collins,this thesis takes Net Ease Cloud Annual Listening Report over the years as an example,using main research methods such as text analysis,in-depth interview and participant observation.The content of Net Ease Cloud Annual Listening Report and the process of interactive ritual are studied by comprehensively applying the multidisciplinary knowledge of communication,semiotics,sociology and so on.This thesis summarizes the current development of Net Ease Cloud Music,divides the specific content of Net Ease Cloud Annual Listening Report into verbal symbols and non-verbal symbols,analyzes and summarizes the emotional elements contained in it and how to mobilize users’ emotions.Then,from the two perspectives of Net Ease Cloud Music merchants and users,an indepth analysis of the reasons for the formation of the interactive ritual chain of Net Ease Cloud Annual Listening Report is concluded that it is closely related to the marketing motivation of merchants and the emotional expression needs of users.In the Interaction Ritual Chains theory,emotion is divided into "emotional elements" and "emotional energy".This thesis will distinguish the two in detail,and analyze the generation and transformation process of emotional energy in the interactive ritual of Net Ease Cloud Annual Listening Report,as well as the "interactive ritual market" related to emotional energy.According to the Interaction Ritual Chains theory,the interactive ritual will produce micro results.In addition to analyzing the micro value generated by the ritual,this thesis also analyzes the macro value generated by the interactive ritual of Net Ease Cloud Annual Listening Report to individuals,brands and society from a more macro perspective.Finally,based on the above analysis of the emotional communication of the interactive ritual of Net Ease Cloud Annual Listening Report,the thesis further proposes suggestions on the optimization path of emotional communication of the ritual and the optimization path of the annual use report of new media in all fields,and explores the possibility of launching annual use report of new media client of news in the future.