| As an increasingly important link with greater value elasticity and larger increments in the film industry chain,film publicizing and distribution are significantly driven by the changes in the media environment as well as the emergence and application of new technologies.In this process,Weixin subscription official accounts have become an important part of the media environment due to their strong social attributes and rich contents.As a theory of emotion sociology focusing on human communication behavior and motivations,interaction ritual chains have been widely used in the research of different disciplines,which have particularly fruited more in the analysis of media and social phenomena.Based on the in-depth interviews with film publicizing and distribution personnel,this research attempts to use interaction ritual chains proposed by Collins to analyze the interaction between Weixin subscription official accounts and audience and clarify the mechanism,conditions and results of interaction between subscription accounts and audience to further explore how to better use media tools for film publicizing and distribution in this mobile Internet era to optimize the publicizing and distribution effects.This research consists of five chapters.The first chapter focuses on the analysis and discussion of the current status of Weixin subscription official accounts in the film.The second chapter focuses on analyzing the interactive relationship between the subscription official accounts and the audience with the theory of interactive ritual chain.Taking the film announcement as a specific situation,clarify the formation and results of the Weixin subscription official accounts and audience interaction ceremony.The third chapter analyzes the value and shortcomings of Weixin subscription official accounts in the film publicizingand distribution.The fourth chapter analyzes the application of the interactive ritual chain with specific cases.The fifth chapter summarizes the thinking based on the content of the interactive ritual chain theory and points out the optimization direction of the Weixin subscription official accounts in the film publicizing and distribution.According to interaction ritual chains,virtual scenarios of presence can be created to expand the interaction scenarios between Weixin subscription official accounts and audience in film publicizing and distribution;the focus of attention should be rationally set to promote shared emotional experience;it is necessary to strengthen industry norms and make targeted optimization to create a better interactive environment.This provides certain reference for the application of other media in film publicizing and distribution. |
