Research On The Dissemination Of Environmental Protection Public Welfare "Earth Hour" From The Perspective Of Ritual Perspective

James W.Carey takes ritual as a metaphor and regards communication as the bond that keeps the society together.From the ritual view of communication,communication is a sacred ceremony that attracts people together as a group or a common identity,and its function is more manifested in its influence on the deep consciousness and idea.Earth Hour,an environmental charity launched by the World Wide Fund for Nature,combines online and offline communication channels,and uses various symbol to enhance the atmosphere of participation in the event,so as to form a collection of public to communication activity experience and environmental protection concepts.The spread of Earth Hour is not only for the practical education,persuasion and mobilization of people to take environmental action,but also for the construction of public awareness of the realistic environment and the recognition of the concept of environmental protection,to create a social atmosphere of environmental protection for all.It should be said that the spread of the Earth Hour is a solemn and appropriate environmental protection ceremony,which embodies the public’s care for the earth,and makes the concept of green environmental protection deeply rooted in the hearts of everyone.This paper examines the communication of Earth Hour from the ritual view of communication,focusing on the role played by the public in communication and the consensus reached by the public,and focusing on its role in maintaining social groups and building environmental protection culture.On the basis of explaining the theoretical perspective,research objectives and research framework,this paper focuses on the following four chapters:The second chapter is about the research object.Based on the distinction between online and offline,this paper subdivides the offline communication path of Earth Hour into landing activities,news reports and space delivery,and subdivides the online communication path into network platforms and social media platforms.Through various online and offline communication channels,Earth Hour connects the "presence"of real space with the "transmission" of virtual space,and creates a broader public discussion space for environmental issues.The third chapter is the ritualized analysis of the research object.This paper use the ritual view of communication to interprets the ritualness of Earth Hour that about the aspects of ritual characteristics,ritual composition and symbols three parts.From the perspective of a ceremony,the communication of Earth Hour creates three fields of media,physics and psychology,which enables the public to participate in the ceremony equally.Besides,celebrities,language,visual symbols and other ideographic symbols are used to create the atmosphere of the ceremony and realize the sense of participation in the communication ceremony.The fourth chapter is the meaning interpretation of the research object.This paper interprets the environmental protection concept of Earth Hour in the way of text analysis,and summarizes the evolution process from coping with climate change to emphasizing sustainable lifestyle,which is the significance of Earth Hour communication ceremony.On the basis of meaning analysis,this paper further explores how the meaning of ritual is interpreted and strengthened in the minds of public from the two aspects of building an environmental community and agglomerating environmental protection identity.Ultimately,it summarizes the community construction methods such as home" consciousness and "risk" hint,and the realization mechanism of identity such as celebrity imitation,self-realization and "we" discourse.The fifth chapter is the reflection on the research object.From the cultural perspective of ritual,this paper points out the value of Earth Hour in the construction of environmental protection culture and the elimination of consumer culture.It not only responds to the question of "seriousness",but also puts forward the thinking of"extensive" and "long-term effect",so as to provide reference for building the social atmosphere of environmental protection for all.