Emotional Connection: Research on short video communication of “Rural online celebrities” from the perspective of interactive ritual chains

Abstract

Enter in the second half of the cyber space, rural short videos have sprung up on the increasingly expanded short video content track. This paper uses the questionnaire survey method to explore the relevant factors of the current rural online celebrities' attention and based on the interactive ritual chain theory. The study found that in the process of conducting a series of interactive rituals with rural internet celebrities, short video users satisfy their own psychological needs for country style life and profound emotional experience, which generate important rituals such as "identity" and "emotional bond" in the end. The results provide a certain reference for the dissemination and development of rural short videos.