Research On The Interactive Rituals In The Transmission Of Douyin’s Anti-fraud Short Videos

In recent years,the number of cases caused by new types of fraud such as telecommunications network fraud and pension fraud has increased explosively,which seriously encroaches on citizens’ property and personal safety,therefore the work of "antifraud" should be carried out immediately.With the arrival of mobile Internet era,the development of short videos has met people’s needs for reading and entertainment in spare time.In order to enhance the effect of anti-fraud publicity and improve the public’s awareness of it,official media and private media have signed up on the short video platform for promoting antifraud videos,and opinion leaders with a certain fans base have also created lots of anti-fraud short videos,meanwhile the short video platform has become a new position for the anti-fraud subjects to broadcast their views.These anti-fraud publicity medias use short video platforms to carry out anti-fraud publicity which is in various forms,has relaxing voice and online sensitization,and propagate the content of "anti-fraud" to the audience through the social media platforms,obtaining good communication effects,which is not only conducive to creating a social atmosphere for almost all people to fight against fraud,but also can benefit social governance.According to interactive ritual theory,this paper uses the anti-fraud short videos of Douyin platform as the research objects,and explores the construction of interactive ritual of anti-fraud short videos by content analysis,case analysis,text analysis and participatory observation.Through the sample analysis of 300 anti-fraud short videos and 1500 popular comments selected on the Douyin platform,this paper summarized the communication status of Douyin anti-fraud short video and classify the types of user participation and interaction,which provides a basis for specific researches on the components involved in the interactive ritual chain of anti-fraud short videos.It is found that the current anti-fraud short videos successfully build the interactive ritual of them,through the virtual venue provided by the short video platform,setting restrictions on "tourists" and people who are not interested,providing the common focus of attention and shared emotional energy,and successfully building the interactive ceremony in the communication of Douyin anti-fraud short video.The process of users participating in the interactive ceremony is discussed.In the early stage,it is formed to gather and communicate with the video content.In the middle stage,symbolic capital and emotional energy are exchanged in the interactive ceremony market.And in the later stage,collective excitement is generated and transformed into practical actions.By exploring the interactive ceremony of antifraud short videos,this paper produces four results: forming group unity,obtaining individual emotional energy,generating group symbols and generating moral experience,and further analyzed the long-term effect of the interactive ritual cycle of Douyin anti-fraud short videos.However,there are still some problems in the interactive ceremony of Douyin anti-fraud short video,such as insufficient time for users to be present,focus on entertainment and lack of feedback from communicators.Therefore,at the end of the paper,it tries to put forward some reasonable optimization strategies,in order to provide a reference for the better transmission of anti-fraud short video and promote the long-term acquisition of users’ emotional energy.