Research On Interest Community Of Sui Ke APP From The Perspective Of The Interactive Ritual Chain

At present,short video is the second largest network application after instant messaging,attracting monetizes to the Internet,and its usage rate of citizens continues to rise,accounting for nearly 90% of the Internet,and has become the "bottom application" of the Internet.Short video overtakes in the attention market,but also brings the long video field of user diversion,serious losses.As one of the three "giants" in the field of long video,Qiqihar launched a "moat" war in the face of the industry turning point and launched a short video platform--Instant APP in 2020.As domestic "long + short video" thesis under the background of the "vanguard",on the first "super fans" subscription model,the flow of "effective time" is divided into mode,length "synergy" channels of distribution pattern,the platform can not only revitalize the internal stock content,meet the demand of users one-stop video experience,It also provides a useful reference model for other long video platforms that also face survival difficulties.Randall,American sociologist Collins’ "interactive ritual chain" theory has been widely used to explain the group dynamic mechanism of interaction in cyberspace.This paper focuses on the characteristics and construction of the interactive ecology of contemporary APP,uses the "interactive ritual chain" as the theoretical framework,and combines the three research methods of participatory observation,in-depth interview and questionnaire survey for analysis.Firstly,through questionnaire survey and data collection,the content ecological composition and user subject portrait of instant interest community are summarized.Secondly,in the preparation of the ceremony,four priming conditions are examined: group gathering,exclusion of outsiders,common focus and shared emotional state.In the process of ritual interaction,through the analysis of four kinds of interaction between users,platforms and creators,summed up the operation strategy to stimulate users to generate collective excitement at any time: topic diversion,prize incentive,bullet screen interaction and user identity transformation.After the collective "short boiling",users produce ritual results in the continuous accumulation of emotions.The results of interactive rituals in instant communities can be divided into micro and macro levels.At the micro level,users and groups gain positive emotional energy and group solidarity,and generate "symbolic symbols" that represent the group.At the macro level,the spiritual corner of "do yourself" and "find companions" is constructed for users.It also provides an opportunity for the "breaking circle" of subculture;In terms of business capability,through the content value development of "interest +IP",the win-win situation of "eat more than one fish" has been realized.Finally,based on the analysis of ritual conditions,excitement process and ritual results,an interactive operation model of "spontaneous mode" is constructed based on Collins’ interactive ritual chain model.However,influenced by media properties,with engraved on the interactive service chain construction process,still exist situation segregation,emotional separation,symbols scattered realistic problems,affects the formation of group solidarity in interactive ceremony,the participants’ emotional energy excitation and the shaping of image symbol,the author finally explains the part of the problem and reflection.