Research On Interaction Of "CCTV News" In Bilibili Based On The Theory Of Interaction Ritual Chains

Bilibili is an important gathering platform for Chinese youth subculture groups.The mainstream media called "CCTV news" has explored targeted contents through entering the platform of Bilibili,so as to improve their recognition and influence among the youth subculture groups.CCTV news’s entry into Bilibili has achieved good results not only on click,broadcast and message,but also on discussion,word-of-mouth and public opinion guidance.It is a successful practice to communicate with young groups.Collins’ s interaction ritual chains theory explains the micro dynamic mechanism of the initiation and operation of ritual interaction.Based on Collins’ s interaction ritual chains theory,this paper analyzes how the interaction rituals between "CCTV news" Bilibili account and users are constructed on the micro level.Then,the factors affecting the interaction ritual chains are analyzed.Besides,this paper summarizes the effectiveness and current problems of the interaction ceremony chains of the account of "CCTV news" Bilibili.Finally,some personal opinions on how to improve the communication and influence of "CCTV news" in the important gathering place of youth subculture groups are presented.By improving the quality of content,changing the way of discourse and improving the form of communication,"CCTV news" has enhanced users’ access to personal emotional energy in interaction,promoted the formation of long-term emotion,established a loyal fan group,and established a good brand image in the subculture gathering place of Bilibili.