A Study On The Cultural Identity Construction Of Chinese National Style Culture Interest-related Group On The Network From The Perspective Of Interactive Ritual Chain

Chinese national style refers to the popular fashion and the aesthetic phenomenon of using traditional Chinese culture elements in daily life and mass culture since the beginning of the new century.The "Chinese national style" emphasizes the fashion innovation and rewriting of the traditional Chinese cultural elements.In recent years,Bilibili is increasingly becoming a new media platform for the production,reproduction,and dissemination of Chinese National style culture.The number and broadcast of related content videos has increased sharply.These rich content platforms represented by Bilibili provide a space for the interest-related groups to exchange information and express their feelings.The members of the group can interact with each other by sending bullet and comments.Therefore,this study chose the group as the research object,combined with content analysis,participant observation,in-depth interview,with interactive ritual chain as the theoretical basis,study the group members’ interaction behavior,observe their interaction characteristics and patterns,analyze the group’s way about how to construct cultural identity and strengthen the cultural identity through interactive behavior.The study found that there is a complete interactive ritual chain among the group.In terms of the constituent elements of interaction,members watch related content on Bilibili,Weibo,Tik Tok and other online platforms,and also participate in offline activities to realize the common presence of "virtual" and "physical".To exclude non-group members,the entry threshold will be set in the group chat to ensure the loyalty of the group members.Chinese national style content is the common focus of this group.It can be seen from the research that Chinese national style video content itself(including pictures and interpretation text)is the starting point of audience interaction and communication,and the instant bullet transmission function of the Bilibili provides carrier support for the interaction and communication between audiences.Also,group members will seek resonance in the barrage area,from which they will gain a sense of group participation,unity and belonging,and then produce collective excitement and accumulate emotional energy.The group also creates new collective symbols in the process of interaction,which are manifested in the bullet containing cultural protection consciousness.It is transformed into the common symbol of the group through the spontaneous,repeated and frequent interaction of the group members.In the process of jointly defending the newly created collective symbol "sacred things" and stopping the external intrusion of moral standards,the group realizes the collective identity and the group unity,forming a complete and successful interactive ceremony.In the process of actively spreading the "sacred things",the group members also strengthen their perception of their own cultural identity,realizing that they have become practitioners from enthusiasts,and then upgraded to communicators.This study build the interaction mechanism by observing the Chinese national style culture interest-related group about how to construct interactive ceremony by watching the related content on the non-traditional media platforms.The study contributes to the understanding the characteristics and cultural identity situation of contemporary youth and explore new way of traditional culture inheritance and dissemination in the youth group.