A Study On The Ritual Communication Of Companion Learning Videos In Bilibili Among Young People

As a new thing that has only emerged in recent years,accompanying learning video has attracted the attention of young people.Bilibili is the gathering place of Generation Z.Accompanying learning video has developed rapidly in Bilibili and is favored by young people.This study from the perspective of Ritual View of Communication,with the accompanying learning video in Bilibili as the research object,combined with the Ritual View of Communication,Ritual Communication theory,using the participant observation method,case analysis method,survey and research method,interview method,for accompanying learning video in Bilibili is the cause of the young users,how to affect the user and the communication of the ritual.To study the spread of accompanying learning videos,we need to start from the characteristics of the video itself and how to spread the videos through ritual.First of all,by sorting out the concepts of Ritual View of Communication and related theories and laying the foundation for the following text and analyze and elaborate on the definition、development status、expression form、content production and basic user information of the accompanying learning video.Secondly,analyze how the accompanying learning video is spread in the youth group.Thirdly,combined with the questionnaire survey、participation observation and interview method to analyze the user groups in Bilibili accompanying learning video.To explore whether the audience’s use needs、motivation and habits of accompanying learning videos will affect users.To further understand why such videos continue to spread among young people.To pose the relationship between variables that influence the ritual communication of accompanying learning videos,the questionnaire survey data were tested by using the SPSS.Finally,in view of the problems of the accompanying learning videos found above,attempt to propose the corresponding spread strategy optimization suggestions,the conclusions,limitations and prospects of the study are also expounded.Through data analysis,it is concluded that users mainly watch accompanying learning videos based on their own test-oriented needs,self-improvement needs,learning-driven needs and entertainment needs.There is a significant correlation between the usefulness、interactivity、attitude cognition and user behavior attitude of accompanying learning video,which can affect user behavior attitude.By watching the accompanying learning video,on the one hand,users can create a learning atmosphere,learn excellent quality from others,promote their self-discipline learning and gain learning motivation from it.On the other hand,in order to seek psychological companionship and identity,it has its own fan attributes and thus fixed viewing of the UP video.The accompanying learning video in Bilibili carries out ritual communication through picture symbols 、 spreading learning beliefs 、 body language and accompanying learning,so as to attract the audience to participate in the learning ceremony and build identity.At the same time,aiming at the communication strategy of accompanying learning video,this paper puts forward the following four suggestions:in terms of content production,we should strive to be true and improve quality.In terms of content style,the creator ’s personality should be highlighted.In terms of narrative strategy,life elements should be added.In terms of maintaining user stickiness,update frequency should be maintained.