Research On The Ritual Communication Of Public Welfare Live Broadcast With Goods

With the continuous development of new media technology,the network live broadcasting industry is developing rapidly."Live broadcasting +" has become an important means to enrich contents and expand traffic in various industries,among which the most representative is e-commerce live broadcasting.When the emergence of a new Internet marketing outlet,the mode of "live streaming + delivery + public welfare" has also brought a new consumption boom to the society,especially in the context of COVID-19 and poverty alleviation,which has attracted great attention.Public welfare live broadcasting is a subdivision of the field of live broadcasting.Through the sale of goods,it brings new communication routes and financing modes for public welfare activities,showing strong economic and social benefits in the process of practice.The dissemination of public welfare live broadcasting is not only the content transmission of public welfare information and commodity sales,but also a communication activity involving the sharing of meanings.Therefore,it is necessary to pay attention to the significance of public welfare live broadcasting in the social and cultural field.This is consistent with the concept of communication ceremony that emphasizes communication is a process of sharing culture and a kind of cultural ceremony.In this paper,from the Angle of view of the ceremony,the ceremony communication theory as the guide,using participatory observation,depth interview and case analysis method,the public broadcast with the rise of the background,definition,development course and comb type,from time,space,in character and subject to public welfare live with cargo ritual elements is analyzed,It is found that public welfare live broadcasting is a communication activity with the theme of "public welfare and consumption" in a specific time and space,and it has the characteristics of ritual.After analyzing the ritual composition of public welfare live broadcast with goods,the paper then analyzes the ritual presentation of public welfare live broadcast with goods and explains how to construct a single ritual component into a ritual communication.With the help of Turner’s classification of religious ceremonies,the process of public broadcasting with goods is sorted out and restored.At the same time,as the ritual view of communication emphasizes the importance of symbols,cases are selected in the communication content and symbol analysis level to conduct quantitative analysis,and the characteristics of ritual communication and symbol expression are summarized.In relief live with cargo service construction and based on the analysis of the present,combined with the function of the ceremony,the ceremony of relief live take goods effect were discussed,from consumption practices,from three aspects of emotional discipline and social integration with cargo is public broadcast,ritualized propagation,the influence of relief live take goods on individuals and the whole audience effect on consumption,emotional and social sustain.Finally,the paper summarizes and reflects on the problems existing in the development process of public welfare live broadcasting and goods delivery,and puts forward relevant suggestions.