Communication Analysis Of Virtual Spokesmen For The Winter Olympics From The Perspective Of Interactive Ritual Chain

In recent years,as the slogan of "300 million people on Ice and Snow" has gradually turned into reality from a vision,ice and snow events have attracted more and more people’s attention,and ice and snow sports have gradually entered the public vision.With the help of mainstream media and we media,Bing Dwen Dwen,the virtual spokesperson for the 2022 Beijing Winter Olympics,broke the communication restrictions of traditional mascots and realized all-round and three-dimensional interaction,making a successful appearance in the circle.Despite the unprecedented popularity during the competition,the post-match marketing and development failed to follow up in time,and there are many problems.In this paper,with the background of Beijing 2022 Winter Olympic Games and the interactive ritual chain theory as the theoretical basis,the literature,case study and comparative analysis method are used to analyze the communication of Bing Dwen Dwen,the virtual spokesperson of the Winter Olympic Games.Firstly,the connotation of virtual spokesperson is defined and the status quo of its communication is analyzed.Secondly,Bing Dwen Dwen’s interactive ritual model under the interactive ritual chain is analyzed from the four conditions of the interactive ritual chain: common presence of more than two people,outsider limits,common focus of attention and shared emotional experience.Thirdly,based on the perspective of interactive ritual chain,Bing Dwen Dwen’s communication is analyzed from four perspectives: communication characteristics,communication content,user analysis and the results of interactive ritual.By analyzing the interaction mode between Bing Dwen Dwen and users,it can be concluded that the following problems exist in the interactive relationship of virtual spokespersons for the Winter Olympics: IP marketing planning is not sustainable,communication emphasis on entertainment,fan stickiness is not strong,technical bottlenecks caused by insufficient sensory experience and factors restricting the spread of Bing Dwen Dwen.Based on this,feasible suggestions are put forward,hoping to promote the spread and development of virtual spokesperson.The suggestions are as follows: technical empowerment to enhance the user’s sense of presence;Continuous IP operation to enhance user engagement;Pay attention to the quality of content and tell good stories about ice and snow in China;The development of digital wisdom sports to achieve cultural interaction of ice and snow.