Research On The Short Video Interaction Of "Three Rural Issues" From The Perspective Of Interactive Ritual Chai

With the upgrading of media technology,short video,characterized by fragmentation,ease of operation,and low threshold,has emerged and developed into one of the most influential media.Farmers have a direct voice channel,and the short video of“Agriculture,Rural areas and Farmers”has shown a vigorous development trend.In the context of the rural revitalization strategy,focusing on short videos of“Agriculture,Rural areas and Farmers” is an important proposition of the times and society.From the perspective of Collins’ interaction ritual chain theory,this paper takes short videos of“Agriculture,Rural areas and Farmers”as the main research object,selects 30 accounts as typical cases to analyze on Tik Tok,observes the text content produced by participants in the interaction,participates in the interaction group as an "insider",and discusses how to construct the interaction ritual,how to establish and strengthen the interactive relationship between participants,as well as the output and impact of interactive rituals.Research has found that the components of the short videos of“Agriculture,Rural areas and Farmers”interactive ceremony include four aspects: physical presence in virtual space,targeted shielding of outsiders,consistent common focus,and shared emotional resonance.There are four main types of interactive rituals: audience and video content,audience and blogger,audience and audience,as well as capital,blogger and audience,and in the interaction,there are layers of power and status.The operating mechanism of the interactive ceremony chain of short video of“Agriculture,Rural areas and Farmers”is continuously influenced by multiple factors.Major social media and video platforms provide rich channels for cross circle communication of short video of“ Agriculture,Rural areas and Farmers ”,constantly bringing users together;Bloggers focus on cultivating user habits,making interaction a subconscious behavior of some users,promoting the continuous occurrence of interactive behavior;Algorithm recommendation also plays an irreplaceable role in the continuation of interactive rituals.In the interactive ceremony,participants use short videos as a common focus to exchange resources for emotional energy and symbolic capital,gradually building an emotional community,producing results such as group unity,individual emotional energy,symbols representing the group,and moral experience.