Research On “Depression In NetEase Cloud Music” Interaction Ritual

“Depression in NetEase Cloud Music” homophonically derived from “NetEase Cloud Music” in Chinese,refers to many depressive comments arose in comments area in NetEase Cloud Music.NetEase Cloud Music has attracted many young users through the strategy of “music social”,high-quality UGC and emotional advertising marketing,who become the main body of building “cloud village”.In the social environment in which the expression of depression often goes unrecognized,young people who are facing great pressure and anxiety turn their attention to cyberspace,and NetEase Cloud Music becomes a huge tree hole of negative emotions.Individuals express depression and seek emotional support in NetEase Cloud Music,and the phenomenon of “Depression Comments in NetEase Cloud Music” arises.There is a close relationship between music and ritual.Driven by strong negative emotions,young people swarm into NetEase Cloud and communicate with each other under the influence of music atmosphere,which can be regarded as a typical interaction ritual chain running in virtual space.It is found that users gather in the comments area of sad songs based on the needs of expression of depression and seeking emotional support,and they have the same emotional preferences under the influence of music,and generate emotional joint through a series of interactive behaviors such as commenting,liking,replying,and finally generate group unity and moral sense through the continuous cycle of the interaction ritual,and individuals also obtain emotional energy under the concentrated ritual.The “Depression in NetEase Cloud Music” not only contains the“depression”,but also the understanding and consolation to the commentators under the mourning comments.With the continuous cycle of the ritual,this positive emotional energy has realized the turning to the real world.The success of the ritual created a“spiritual haven”.Individuals gathered in the comments area to express depressive emotion,to a certain extent,which can alleviate the negative emotions and realize individual self-healing.But with the development and expansion of the interactive ritual,some users fabricated false comments to attract attention.Lots of negative emotions arising in the comment area made the bystanders develop anti-empathy.In addition,under the mercantile incorporation,“Depression in NetEase Cloud Music” also presented the utilitarian tendency.“Depression in NetEase Cloud Music” gradually moves towards the destiny that mocked by netizen,which has caused the disintegration of “Depression in NetEase Cloud Music” interaction ritual to a certain extent.The popularity and disintegration of “Depression in NetEase Cloud Music” is essentially a game of emotional energy.When an individual experiences the emotional energy of “low end”,he will withdraw from the ritual.Facing the phenomenon of “Depression in NetEase Cloud Music”,we should treat it correctly and guide it scientifically.NetEase Cloud Music also should strengthen management,do not peddle “depression”,to promote the transformation from “Depression in NetEase Cloud Music” to “Healing in NetEase Cloud Music”.