Research On Media Spectacle Of Collecting Cards To Open Internet Red Packets

In the Spring Festival of 2016,in order to promote new users and promote exchanges between users,Alipay took the lead in launching the "Set Five Blessings" activity,in which users needed to gather five Fu cards of Patriotic Fu,Fu Qiang Fu,Dedication Fu,Friendly Fu and Harmony Fu,and combined The Fu cards could be divided into red envelopes,and subsequently,Internet giants such as Baidu,Tiktok,and Kuaishou also launched similar activities.By the Spring Festival of 2022,in seven years,the event not only attracted 800 million people to participate,but even evolved into a "New Year custom" in the 21 st century.The red envelope was originally a part of the Chinese Spring Festival annual customs,representing the care and blessing of the elders for the younger generations,and some platforms have transformed and commercialized the annual customs of the red envelopes through the construction of the media,what is the difference and connection between this and the traditional Spring Festival red envelopes.How to look at this phenomenon,how to guide users to rationally treat the activity of opening red envelopes with cards,and how to understand the media spectacle of the construction of media platforms,this is the core content discussed in this article.The paper is mainly divided into six parts,the first chapter is to sort out the traditional red envelope culture and media spectacle theory;the second chapter explores the formation factors of the media spectacle of the set card opening network red packet,mainly from the three elements of the leading producer,the participating producer,and the intermediary network red packet;the third chapter analyzes the formation process of the media wonder of the set card opening network red packet;the fourth chapter explores the cause of the set card opening network red packet from the media perspective;and the fifth chapter analyzes the impact of the media wonder of the set card opening network red packet The last chapter is a critique and reflection on the collection of online red envelopes.The main conclusions of this article include the following points: First,the online red envelope activity seems to increase the joy index of the society and increase the festive and peaceful atmosphere of the Spring Festival,but in fact,the activity is a kind of capital landscape,and the purpose of the leading producers to build this spectacle is to compete for users who are addicted to it and expand their commercial capital.Second,in the era of developed scientific and technological progress media,the inheritance of traditional culture has undergone tremendous changes,and this change implies the deconstruction of traditional culture,and it is worth pondering how to make the culture equipped with modern science and technology better inherited.Third,despite the tremendous changes in the media environment,emotional expression and social maintenance are still the original intention and the most essential needs of human beings,and this initial intention and the most essential needs of human beings are the driving force for hundreds of millions of Chinese to participate in and share online red envelope activities,and it is also an important reason for the rapid formation of red envelope spectacles.