Research On The Interaction Of Virtual Anchor Live Stream From The Perspective Of Interactive Ritual Chain

The rapid development and application of technology has brought a new trend of social and cultural consumption in the field of cultural industry,in which virtual anchor,as a new way of entertainment,has attracted more and more people’s attention and love.Based on modern digital technology and artificial intelligence technology,virtual anchors interact with the audience through virtual images and specific people,thus meeting the needs of the audience for entertainment and emotional communication.With the support of the concept of meta-universe,virtual identity can be quickly realized,the link between virtual and reality has been opened,immersed in the new "virtual society",there are many new problems between people,people and technology,people and society that we need to explore.The research object of this paper is the virtual anchor based on LIVE 2D,3D modeling,motion capture technology,rendering and sound library technology,which is a new form in the field of live broadcasting.This paper uses case study method,in-depth interview method and content analysis method,and combines the theory of interactive ritual chain and related knowledge of communication to enrich the theory.Firstly,through the long-term observation of the "virtual anchor" live broadcasting area of Station B,we have a comprehensive and in-depth understanding of the virtual anchor and fans of Station B,and the platform mechanism is studied and analyzed;This summarizes the construction elements of the interactive ceremony between virtual anchors and fans.The online virtual live broadcasting room realizes the virtual presence of fans,the common interest group excludes the outsiders who are not fans,and the virtual anchors become the focus of attention as the opinion leaders in the live broadcasting room,which stimulates the sense of participation and resonance under the further promotion of the interaction between fans and anchors;Secondly,the author selected the representative virtual anchor "Ling Kite yousa" in Station B as a case study,used Python to crawl the bullet screen of the live broadcast room,and made a specific analysis of the content and emotional expression of the bullet screen,which further verified the interactive ceremony mechanism of the virtual anchor live broadcast;Finally,based on the bullet screen analysis,combined with in-depth interviews and related cases,the results of the establishment of interactive ritual chain are obtained: the long-term interactive ritual cycle forms the results of group unity and emotional energy,the default "sacred objects" among groups construct the identity among group members,and finally fans form a sense of morality within the group and strive to maintain the health of the circle.In the whole interactive ceremony chain,the virtual anchor brings fans full visual experience and satisfaction from image presentation to emotional links,which is also the reason why the virtual anchor is enthusiastically sought after by fans.However,at present,there are still some problems in the interaction of virtual anchor live broadcasting,such as homogenization,which causes fans’ aesthetic fatigue,capital intervention erodes fans’ enthusiasm,and simulacra symbols stimulate fanatical consumption,which further affects the development of the interaction of virtual anchor live broadcasting.In order to promote the healthy and sustainable development of the virtual anchor industry.