| In the context of new media,new social needs are generated.Virtual community emerges at the historic moment and profoundly changes the way of communication between users.Through the interaction between users and community platforms,the mutual exchange of values is realized,which completely subverts the traditional value production theory of binary opposition between production and consumption.Users can create experience value through interaction with the support of the platform,so as to achieve win-win cooperation between users and the platform.With the vigorous development of experience economy,virtual community has become a typical platform for value co-creation,and its users can enhance their user experience through interaction to achieve aesthetic value co-creation.Therefore,how to promote users’ aesthetic value co-creation and enhance platform competitiveness through interaction is the core issue of social media development under the background of new technology.Bilibili Virtual community(hereinafter referred to as "B Station"),as the largest gathering place for Generation Z in China,has a unique community culture and young and highly educated users.How to complete aesthetic value co-creation among users through interactive forms such as bullet screen,comment and creation,and how to optimize community operation mode and form platform core and competitive advantages by exploring the generation mechanism of aesthetic value co-creation are important issues that need to be solved in the current research on value co-creation of virtual communities.Based on the above background,this paper selects the film content of Station B as the research object,focuses on the core issue of "mechanism of co-creation of aesthetic value of film content in Bilibili virtual community",and extracts the key element of aesthetic value generation--interactive ceremony on the basis of literature review.By conducting semi-structured in-depth interviews with users of Station B,Based on the research method of grounded theory,a mechanism for co-creating the aesthetic value of film content in Station B is established,the "antecedents" and "consequences" of the interactive ritual chain in Station B are defined,and feasible optimization strategies are provided for Station B to enhance users’aesthetic value.To be specific,users of Site B have five intrinsic motivations,including self-expression,emotional support,information needs,group affiliation and community trust.These five motivations together constitute the intrinsic drive of users to participate in interactive rituals.After users enter the interactive field,the virtual body co-presence and focus of attention gather in the form of symbols.By setting limits on outsiders and sharing common emotions,the delayed production of the symbol system is promoted,thus arousing collective excitement.Short-term emotions are transformed into lasting and stable symbolic and emotional energy through feedback mechanisms such as positive extension and negative regulation.Finally,it drives the creation of three levels of aesthetic value:aesthetic perception,aesthetic emotional identification and aesthetic experience reconstruction.In order to further improve the community management system of Station B and optimize the co-creation path of users’aesthetic value,this paper puts forward feasible suggestions from three aspects:strengthening emotional energy,enhancing community identity,and sublimating aesthetic experience,in order to innovate the management system,deeply empower users to co-create aesthetic value,and enhance the core competitiveness of Station B. |
