A Study On The Interaction Between Disney IP Image And Youth Groups From The Perspective Of Interactive Ritual Chai

With the global wave of "IP fever" sweeping through the world,IP images have become the core of the innovative development of the IP industry.Disney is one of the world’s leading IP companies,and after more than 90 years of exploration and experimentation,has formed a complete IP industry development system.The youth group,which is more receptive to the animation industry in the sub-cultural environment,has now become the main consumer of China’s animation industry.Not a few youths are concerned about Disney IP images,and they mainly share different memories and emotions about Disney IP images through social platforms and real-life activities,thus also forming a relatively stable interactive ritual.In this regard,this paper combines the "interactive ritual chain" theory of American scholar Randall Collins,specifically taking Walt Disney’s IP images as the research object,observes the interactive rituals between Disney IP images and youth groups,and elaborates on the triggering factors,construction process,operation process and results presentation of the interactive ritual chain between the two.This paper is divided into five main chapters,based on a review of the existing literature,a network observation of the interaction between the two,and further research using the literature review and case study methods.By analysing the interaction triggers between the two in both theoretical and practical contexts,it examines how their interaction rituals are constructed,operated,cycled and reinforced.During the interaction process,there are differences in the accumulation of emotional energy by individuals,which will affect the subsequent participation in the interactive ritual.The study found that the interactive rituals between Disney IP images and youth groups are stable,continuous and cumulative,realising the process from unfamiliarity to familiarity,from alienation to closeness and from virtual to real for youth groups.The interactive ritual chain will eventually obtain ritual results after experiencing interactive rituals in different contexts,and the ritual results are roughly two kinds of ritual results: macro and micro level.While the communication of cultural and emotional values in the interactive rituals is certainly successful,it is also worth reflecting on the uncontrolled behaviour and consumption of the youth groups,and the problem of group polarisation and irrational consumption needs to be properly guided and solved.This paper hopes to give reference advice to China’s animation industry through the elaboration of the ritual chain of interaction between Disney IP images and youth groups,so as to explore how domestic IP images can develop more interactive forms to gain the favour of youth groups,achieve a stable cycle of interactive ritual chain and promote the development of domestic animation IP industry.