| At present,with the vigorous development of Internet technology and the rapid change of information dissemination methods,cyberspace has become an important way for the public to understand affairs and express their opinions today.In particular,the rise of short videos has greatly broadened the way and path of information dissemination,but also brought great challenges to the traditional mainstream media,in order to catch up with the rapid pace of the Internet,the traditional mainstream media has the courage to step out of their comfort zone,develop and explore new ways of information dissemination,in order to ensure that they are invincible in the torrent of rapid development of the Internet.As a traditional mainstream media,how to grasp the balance between seriousness and ease,how to attract user attention and interaction for a long time,enhance user stickiness,and conduct in-depth communication with users to maintain their own longevity,has become the focus of this article.As a typical representative of traditional mainstream media entering the new media platform,Xinhua News Agency took the lead in opening Douyin,which has been green since its opening,and has currently gained 58.448 million fans and 1.43 billion likes,occupying an absolute advantage in both communication and influence.Therefore,this paper selects the Douyin number of Xinhua News Agency as the research object,analyzes the interaction behavior between it and the audience with the help of the interactive ritual chain theory,and provides reference opinions for the formation of a virtuous circle interaction between it and the audience.The full text consists of an introduction and four chapters.The introduction mainly introduces the research background,research status,research significance,research content and research methods.The first chapter starts from the four core concepts of the interactive ritual chain,and analyzes the four components of the interactive ceremony that Xinhua News Agency’s Douyin account has,namely,"virtual presence instead of physical space","creating invisible closed-loop boundaries","building a stage for mutual attention",and "awakening common cultural feelings".The second chapter is the result presentation of the interactive ceremony of Xinhua News Agency’s Douyin number,that is,the audience has a sense of group belonging,long-term stable emotional energy,unique group symbols and moral sense in the long-term interaction,and finally forms the interactive ritual chain model of Xinhua News Agency’s own Douyin.Chapter 3 examines the factors affecting the interactive effect of Xinhua News Agency Douyin from three aspects:subject,object and content,among which the main factors mainly include the number of releases and work updates of Xinhua News Agency’s Douyin short videos,push time and frequency,and video duration and dissemination intensity.Object factors mainly include likes,comments and retweets of the audience;The content factors mainly include the title design form,video presentation method,text language style and theme type of the "Xinhua News Agency"Douyin short video.Chapter 4 mainly explores the shortcomings and improvement strategies in the current interaction of Xinhua News Agency’s Douyin account,pointing out that the current lack of originality,solidification of presentation methods and thin feedback are still major problems faced by Xinhua News Agency’s Douyin account,so giving full play to its advantages and avoiding its weaknesses,paying attention to the form and deep processing of video content,responding to audience enthusiasm in a timely manner,and focusing on creating characteristic news products are the directions that Xinhua News Agency Douyin needs to work on in the future.Through the above analysis,this paper conducts an in-depth analysis of the interactive rituals generated by Xinhua News Agency Douyin,explores how traditional mainstream media can create a benign circular interaction with the audience,not only provides reference and inspiration for future related research topics,but also provides a good model for the transformation and self-innovation of other traditional mainstream media,and opens up a new path for the short video dissemination of traditional mainstream media.At the same time,the explanation of the interaction strategy in this paper can greatly respond to the spiritual demands of the audience,not only to take the audience as an information receiving object,but to continuously provide the audience with freshness and experience,and truly achieve the"recipient-oriented",that is,from the position of the audience,to provide constructive suggestions for the development of the mainstream short video. |
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