Research On Tipping Behavior Of Live Streaming From The Perspective Of Interaction Ritual Chains

Online live streaming is increasingly becoming an important form of online interaction,and the tipping behavior in online live streaming has begun to receive attention and discussion.The phenomenon of reward in online live broadcasting includes many factors such as emotion,consumption,media,gender,etc.,which are key issues in sociology and have very rich research significance.Based on Collins’ theory of interactive ritual chains,this article analyzes the construction and specific operation of online live streaming rituals from a micro perspective,and analyzes how tipping behavior occurs and what its impact is in the context of live streaming.Research has found that network technology has created an atmosphere of free access,free sharing,and discussion between the live broadcast platform and the live broadcast room.On the one hand,the virtual presence of viewers has made people pay more attention to the content presentation of the anchor,and on the other hand,it has given viewers the possibility of additional construction of identity,the most important of which is through the relationship and identity construction of rewards.Live broadcasting is not about gathering a large audience in a single ceremony.Through the anchor’s performance,they are emotionally jubilant and give irrational high rewards.It is through daily rituals,competitive rituals,and circular rituals that members’ emotional commitment is sustained,thereby achieving the goal of rewarding.It is also through various rituals that the audience in the live broadcast room is stratified,but this stratification is not stable but deeply bound to money.The live streamer will adopt different coping strategies for different types of audience to maximize benefits.Tipping behavior is largely created,and the manufacturing logic behind tipping relies on the joint involvement of platform live streamers and multiple actors from relevant capital organizations,leading people step by step into the trap of consumerism.The platform guides how the live streamer interacts with the audience through background data collection monitoring and various competition mechanisms.The live streamer’s body has become the subject of discipline,making his emotional labor both inside and outside the live broadcast room unfettered.The highly commercialized intimate relationship between the live streamer and the audience has led to an extreme tendency in people’s reward behavior,resulting in instability and emotional alienation in the relationship.The reward behavior in the live broadcast reflects the decline of emotions in contemporary society,and also allows us to further reflect on the relationship between technology and people.