Research On The Interactive Ceremony And Effect Of "CCTV NEWS" Live Broadcast Goods

In 2020,the sudden outbreak of the new crown pneumonia epidemic highlighted the importance of the online economy,and at the same time opened a larger incision for live streaming goods,allowing the rapid development of live streaming goods.The economic value and public welfare value of mainstream media live streaming have been manifested in an unprecedented way,seen and accepted by a wider range of people,and have become a huge engine for economic growth.However,some mainstream traditional media still face some challenges in live streaming.On the one hand,due to its own limitations,in the face of the entire live streaming market,its delivery attribute is still a "vulnerable group";On the other hand,some anchors lack brand building awareness,low literacy,and single live broadcast interaction methods.From the "CCTV Boys"public welfare live broadcast composed of Kang Hui,Zhu Guangquan,Sabeining and Nigmat,to the 10 billion subsidized goods special session jointly launched by CCTV News Station and Pinduoduo,CCTV news live streaming has shown its own characteristics and explored its own development model.With this as the research background,CCTV news as the research object,and interactive ritual chain as the theoretical support,this paper explores the success of CCTV news live streaming and puts forward more suggestions and thoughts for the path optimization of other mainstream media live streaming goods.This paper sorts out the theory of interactive ritual chain and the relevant literature of live streaming through literature analysis,and summarizes the development process and characteristics of CCTV news live streaming.On this basis,CCTV live news streaming goods have been immersively observed for more than a year,and it is concluded that CCTV news live streaming goods require the virtual presence of "anchor+user",the live broadcast room sets restrictions on outsiders,and the three conditions of common attention to anchors,live broadcast content and commodities form an interactive ceremony.The results of four interactive rituals of generating group symbols and establishing group morality were summarized,and the interactive ritual chain model of a long-term positive feedback loop of CCTV News was summarized.Based on the interactive ritual chain model,the author further explores the influence effect of various variables on the interaction results by distributing questionnaires,and concludes that interactive participation and interaction contribution positively affect interactive results,emotional experience positively affects interaction results(among which product satisfaction coefficient is the highest and product satisfaction has the greatest impact on interaction results),and emotional experience plays a mediating role in user interaction behavior and interaction results through reliability and validity testing,correlation analysis,regression analysis and mediation effect test.Based on the interactive ritual chain model and data analysis survey results,the thoughts and suggestions of this paper are proposed.There are problems such as emotional discourse "kidnapping"audiences in CCTV news live streaming,traffic limitations in ritual communication,and the lack of full-chain product guarantees.Based on this,suggestions are made for the future development and transformation of CCTV news live streaming and other mainstream media live streaming goods:mainstream media should control products in the whole chain,continuously improve the professional level of anchors,innovate live broadcast room content and technology,and help spread through traffic.Through the combination of quantitative and qualitative analysis,this paper comprehensively analyzes the interactive rituals and interactive effects in CCTV live news delivery,in order to provide more suggestions for optimizing the development of CCTV live news delivery,and also provide reference for the development of other mainstream media.