符号消费视域下短视频仪式传播与价值重构--以抖音平台为例

移动短视频为用户带来了新的权利,使得个体的日常生活得以在公共视野中呈现,并具有了仪式所具备的某些特征,而仪式传播的概念也得到扩展。同时,由于短视频还具备传播变现能力,因此本文通过符号消费视角,以抖音平台为研究对象,发现抖音短视频具有赋予象征意义制造仪式氛围、程式化重复传播增强仪式互动、链接文化情感搭建文化空间等仪式传播的显著特征,并且深刻影响着社会群体成员的消费观念、圈层聚合与文化传播。

Mobile short video brings new rights to users,makes the individual's daily life appear in the public field of vision,has some characteristics of the ceremony,the concept of ceremony spread has been expanded.At the same time,because of the short video also has the ability to spread cash,so this paper take the symbol consumption as the angle of view,take the Douyin platform as the research object,it is found that the short video of Douyin has the characteristics of creating ceremonial atmosphere with symbolic meaning,reinforcing ceremonial interaction by stylized repeat transmission,linking cultural emotions and building cultural space And has a profound impact on social groups members of the concept of consumption,circle-level convergence and cultural dissemination.