网络直播的互动仪式探析

An Analysis of the Interactive Rituals of Live Webcast

从印刷媒体的复制性传播、数字媒体的大众传播再到社交媒体的拟态交往语境出现,媒介技术的每一次进化都改写了人类互动行为的符号环境和社会环境。网络视频直播在社会资本的直接推动下以还原人际传播的特性刷新了互动体验,在众多媒介革新产品中脱颖而出。尤其在中国互联网市场,直播用户达到了惊人的数量,并从最初的游戏直播和秀场直播,朝着泛娱乐化、多元化发展。从网络直播的狂欢逻辑、媒介权力分配和消费体验三个层面分析网络直播场景下的互动仪式特征。以"情感能量回报"最大化为诉求的用户在直播平台获得部分话语权,通过消费来确认自己的身份,达到狂欢式体验。网络视频直播中出现的"网红市场"与"网红迷群"现象映射出新一波的"媒介依赖"浪潮。

From the reproduction of the print media, to the mass communication in the digital age, and to the virtual communication of social media, every step evolution in media technology always rewrote the symbolic environment and social environment of human interaction. Propelled by social capital, live webcast is refresh- ing man＇s interactive experience and interpersonal communication. Especially in China, Internet market en- joys an impressive number of webcast audiences, from the game and show live broadcast initially to the pan- entertainment and diversified webcast. This paper analyzes the characteristics of interactive rituals in the web- cast scene from three aspects： carnival logic, distribution of media rights and consumption experience. The kind of carnival experience is achieved by maximizing the ＂return of emotional energy＂ for those paid identifi- cations to gain their fans usher in a new partial discourse rights. In the webcast, the flourishing web celebrity market and celebrity wave of ＂media dependence＂.