Research On Mainstream Media Public Welfare Live Broadcasting From The Perspective Of Interactive Ritual Chain

In recent years,e-commerce live streaming has been highly sought after as a new type of shopping method.Due to the presence and visibility of live streaming,it has gradually become a daily shopping method for people.After its business model developed steadily,other industries began to try to integrate and develop,especially public welfare undertakings,which began to use this approach as an innovative approach to poverty alleviation and agricultural assistance.During the epidemic,public welfare live streaming activities led by CCTV have driven the economic recovery and development of Hubei region.As a special cross-border public welfare live streaming activity,it has caused widespread discussion on the internet and generated good social benefits,further narrowing the distance between official culture and folk culture.The research content of this article mainly focuses on the series of public welfare live streaming activities carried out by CCTV,"Thank you for putting together a single for Hubei".Combining the interactive ceremony chain and field theory,it studies the interaction process between mainstream media and users in public welfare live streaming.In the process of forming interactive rituals,field theory will be used to supplement research on its process,exploring whether there are regular social foundational relationships,or what competition and conflicts exist,in order to explore the interactive ritual chain process formed by mainstream media in public welfare live streaming.The article is divided into five chapters: Chapter 1 will provide a literature review on the research methods and usage theories of the article;The second chapter provides a relevant overview of the development process of the research subject,namely public welfare live streaming;Chapter3 takes the field theory as the background to supplement the social foundational relationships within the field context formed by the interactive ceremony chain in mainstream media public welfare live streaming;Chapter 4 mainly explores the process of mainstream media forming an interactive ritual chain in public welfare live streaming.Through the core driving force of emotional energy,users’ emotions are actively mobilized to form interactive rituals in the early,middle,and later stages of live streaming;Chapter 5 is the end of this article,which mainly elaborates on the internal mechanism and influence of mainstream media public welfare live streaming interactive ceremonies.Research has found that there are regular operations in the process of interactive ceremonies,as well as competition and conflicts between subjects.As the dominant power in the relationship between public welfare live streaming venues,mainstream media should adopt a more proactive approach to improve the efficiency and influence of public welfare live streaming,Undertake the social public welfare responsibility of the media and form a healthy development model for public welfare live streaming.