| With the acceleration of the aging process in China,the elderly population in rural areas is constantly increasing,and the issue of elderly people in rural areas is also becoming increasingly prominent.With the popularization of mobile terminals,the number and duration of rural elderly people’s contact with the internet are also constantly increasing,and rural elderly people are gradually becoming an emerging force in the internet.In the popular Tiktok short video platform,many rural elderly people have become Tiktok network celebrities with the help of their families or MCN institutions,attracting a large number of netizens’ attention and creating a series of personal and social values.Based on Randall Collins’ theory of interactive ritual chain,this thesis takes Tiktok rural elderly online celebrity short videos as the research object,and explores the emotional energy,group solidarity,interactive ritual results and social value behind Tiktok’s communication of rural elderly online celebrity short videos.This article is divided into five chapters.The first chapter is an introduction,which introduces the research background,significance,and reviews relevant literature.Chapter 2 defines relevant concepts and sorts out the theory of interactive ritual chains.The third chapter introduces the rise of Tiktok rural elderly network short video and the interaction behavior after the rise.The fourth chapter uses Content analysis,case analysis and other methods to analyze the current situation of Tiktok rural elderly online popular short videos,and explains the formation process of the interactive ceremony of Tiktok rural elderly online popular short videos.The fifth chapter analyzes the interactive ritual results and social values of Tiktok’s dissemination of online celebrity short videos for the rural elderly.The sixth chapter summarizes the limitations of Tiktok’s dissemination of rural elderly online red short videos from the perspective of interactive ritual chain and proposes optimization strategies.The research found that the spread of Tiktok rural elderly online celebrity short videos needs professional planning and operation.In terms of content,the emotional appeal of Tiktok users was considered,and the account name reflecting the identity of the elders and the brief introduction of the text that narrows the emotional distance of the audience were adopted.After uploading video content,users will initiate interactions with their favorite content,gain emotional energy and group unity.With the support of emotional energy and group unity,they will arouse social attention to rural elderly issues,promote local social cohesion,and create personal brands through their own traffic live streaming,promote rural economic development,and assist in rural revitalization.However,some videos cater to the audience’s vulgar and vulgar expressions,resulting in a weak sense of morality among group members.After the popularity of the same type of Tiktok rural elderly online popular short videos,the rest of the accounts followed blindly,resulting in serious homogenization of the content of Tiktok rural elderly online popular short videos,unable to maintain the long-term interaction of fans.Emotional sharing brought traffic to rural elderly,but also involved them in the public opinion,and personal privacy was violated.Finally,in view of the problems existing in the short video transmission of Tiktok rural elderly online celebrity from the perspective of the interactive ritual chain,the following suggestions are proposed: rural elderly online celebrity should play its subjective initiative to guide fans to form correct values;Create diverse content and maintain long-term interaction among fans;Grasp the emotional scale and safeguard the rights and interests of rural elderly people;Taking advantage of this opportunity to enhance commercial value and promote rural economic development. |
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