Research On Fitness Live Broadcasting From The Perspective Of Interactive Ritual Chain In The Post Epidemic Era

With the continuous progress of society,the continuous development of the economy,and the steady improvement of the quality of life of the people,the growing demand for a better life has prompted the public to pursue a more scientific and healthy lifestyle and a more refined and beautiful personal image.This has made fitness activities that can both exercise and shape the body a new trend in the daily life of modern society.Relying on the empowerment of media technology and the development of short video and live streaming platforms,fitness sports have gradually expanded from offline professional fields to online network platforms,showing a trend from "narrow broadcasting" to "broadcasting".In 2020,the COVID-19 will occur.Under the influence of virus and containment,people’s travel will be restricted to varying degrees,offline entertainment activities will be blocked,and consumer demand will gradually shift to online release.Faced with the contradiction between the increasing demand for fitness and the limited space of the venue,a new form of fitness with a high sense of companionship and presence-fitness live streaming-has entered the daily life of the public.Unlike the traditional online fitness video cramming exercise teaching,fitness live streaming is provided by professional anchors to lead users to exercise in real time,focusing on an immersive sports atmosphere.In the post epidemic era,fitness live streaming with a high sense of presence and strong sense of companionship has set off a wave of public fitness participation.Based on innovation and practicality,this study selects fitness live streaming in the context of the post epidemic era as the research object.From the perspective of the interactive ritual chain theory,it first analyzes the interactive behavior between anchors,users,and users in fitness live streaming,and how participants in the fitness live streaming group form a community.Secondly,it focuses on analyzing the construction,impact,and significance of interactive rituals in fitness live streaming,Finally,it combs the operating mechanism of live fitness and reflects on the problems existing in live fitness and proposes positive guidance.This study mainly adopts participatory observation,content analysis,and in-depth interview methods.The author,as a participant,randomly selected 20 fitness live streaming rooms from the new media platform from April 2022 to July 2022 for observation,and summarized their scene construction,audio-visual symbols,and interactive content.After forming a preliminary understanding of the relevant content,the author selected 10 live fitness viewers for in-depth interviews to gain an in-depth understanding of their fitness motivation,interactive behavior,and emotional experience.The first chapter of the text introduces relevant theories and concepts,and analyzes the cultural motivations for individuals to engage in fitness activities to transform,discipline,and consume their bodies.The second chapter combines the research results of participating in observation and content analysis,and first analyzes what elements should be included in the broadcast of fitness live streaming;Secondly,it classifies live fitness broadcasts from three aspects: content,scene,and method,and summarizes the characteristics of live fitness broadcasts in the post epidemic era;Finally,analyze the development process of fitness live streaming from the perspective of culture,technology,and reality.The third chapter puts fitness live broadcast practice into the theory of interactive ritual chain.Firstly,combining in-depth interview content,it analyzes how the four elements of aggregation,restriction,focus,and emotion construct interactive ritual for fitness live broadcast;Secondly,it analyzes how unfamiliar and loose live broadcast participants gain emotional energy through interaction in fitness live broadcasts to achieve collective excitement and eventually become familiar and close groups.The fourth chapter summarizes the significance of the interactive fitness live broadcast ceremony from both micro and macro levels and elaborates its operating mechanism.The fifth part reflects on the fitness live broadcast in the post epidemic era based on existing research results,and puts forward corresponding suggestions for the problems existing in the fitness live broadcast.Research has shown that in the post epidemic era,fitness live streaming has successfully constructed an interactive ceremony field,with explicit access rules and implicit access rules that limit emotional energy.This will gather people with a common focus on physical health and self shaping in this virtual space,form emotional connections through multiple interactions to help increase and continue emotional energy,and strengthen the identity and unity of fitness live streaming groups.Fitness live streaming has injected fresh water and momentum into the fitness industry,promoting the development of nationwide fitness.However,in this process,there are still issues such as irrational delivery of goods that ignores user experience,participants’ excessive emphasis on "rituals",fitness behavior that floats to the surface,and focus on alienation that violates mainstream values.Therefore,the healthy development of fitness live streaming still requires the rational treatment of anchors and users,as well as the correct guidance of policies and platforms.