Research On The Popularity Phenomenon Of "Liu Genghong’s Fitness Live Broadcast" From The Perspective Of Interactive Ritual Chain

Since the beginning of 2020,the COVID-19 broke out and raged for three years,residents across the country were restricted from going out,and had to work,study and live from home,so people used social media to carry out information dissemination,cultural and entertainment life was more active,and countless sports enthusiasts had to turn to home sports or online fitness.After the 2022 Beijing Winter Olympics,with the support of the government’s "Healthy China" policy,national sports and national fitness have set off another boom.Almost at the same time,the well-known artist Liu Genghong launched an online live broadcast fitness on Tik Tok,and suddenly became popular because he was banned three times on the hot search lists of major platforms,creating a miracle of 4.01 million online views,a total of52.567 million views,and 9.19 million followers in one day,which can be called a "phenomenal" myth in social media communication.This paper mainly starts from Randall Collins’ interactive ritual chain theory,takes Liu Genghong ’s fitness live broadcast room on Tik Tok platform as the research object,and uses the online field observation method and in-depth interview method to focus on the practice,significance and influence of Liu Genghong ’s interactive ritual communication in the fitness live broadcast room.The first part mainly sorts out and summarizes the development of China’s online fitness industry;The second part describes and analyzes the popularity phenomenon of Liu Genghong’s live broadcast room,the content and formal characteristics of his live broadcast room;The third part specifically explores the elements and output results of Liu Genghong’s fitness live broadcast event as an interactive ceremony.It is pointed out that the virtual physical presence,the setting of restrictions on outsiders,the audience’s common attention to the focus of sports and fitness,and the emotional sharing between Liu Genghong and the audience,and between the audience and the audience,constitute the four basic elements of the interactive ceremony in the Liu Genghong’s fitness live broadcast room,and their interaction promotes the success of the interactive ceremony and produces four results at the same time;The fourth part,based on the above practical and theoretical analysis,summarizes the enlightenment brought by Liu Genghong’s fitness live broadcast to the development of sports health communication.