商务传媒学院知识库

在网络平台的竞相布局和头部用户的持续创作背景下，2018年，Vlog（即“Video Blog”的缩写，中文译为“视频博客”）开始在中国各大网络平台的传播中拥有一席之地，被称为短视频发展的下一个风口，逐渐走进并开始影响人们的生活。针对我国Vlog的传播发展研究不仅可以提高人们对这一新鲜事物的整体把握，也有利于它的持续成长和发展。

本文基于互动仪式链理论，全面梳理理论中的核心要点，分析Vlog互动仪式的互动要素、产生条件、结果、核心驱动力...并选取微博社交平台中具有代表性的视频博主（Vlogger）的作品展开分析，在理论研究、发展现状、行业分析的基础上，探讨互动仪式链视角下Vlog健康发展的优化路径。

首先，本文从Vlog的概念界定和特点类型入手，对Vlog的传播发展历程进行梳理，重点是对于该现象的互动全过程展开深入分析，基于用户画像进行问卷调查，总结Vlog传播群体的使用情况和用户偏好，全面把握Vlog的发展现状。

其次，从互动仪式链的理论基础、互动主体、互动机制与结果入手，把握理论的核心要点，进而以微博社交平台中的Vlog发展作为主要研究对象，详细论述Vlog的互动仪式链路：网络空间提供了灵活多样的际遇可能，通过个体本身的符号资本与理性选择，集聚同一空间；共同关注的焦点、趋于协调的情感连带和集体兴奋，进而构建了属于此次仪式的结果：群体团结、情感能量收益、群体所拥有的符号资本和维护群体团结的道德感。

接着着重分析微博社交平台中的具体案例，选取具有代表性的Vlog作品和平台布局设置，分析互动仪式市场中的两个核心资源，即成员身份符号与情感能量在Vlog传播互动过中是如何发挥作用并产生影响的，归纳总结Vlog中的情感能量和符号资本类型，寻找Vlog的互动仪式的结果。

最后，综合上述理论研究和案例分析，出发点以微观情境入手，最终将视野放至宏观治理层面，主要从净化网络空间、优化视频内容，正确的价值引领等方面展开，对Vlog作为新生事物的健康发展提出优化建议。

Under the background of fierce competition of network platform and the continuous creation of users, in 2018, Vlog (abbreviated for "video blog") began to have a place in China's major network platforms, known as the next chance for short video development, and gradually entered and began to affect people's lives. The research on the communication and development of Vlog in China can not only improve the exposure of this hot spot, but also benefit its benign development.

Based on the theory of interactive ritual chain, this paper comprehensively combs the core points of the theory, analyzes the elements, production conditions, results and core driving forces of Vlog interactive ceremony. Based on the theoretical research, development status and industry analysis, this paper discusses the optimization path of Vlog sustainable development from the perspective of interactive ritual chain.

Firstly, based on the definition of Vlog and its characteristics, this paper combs the development process of Vlog communication, focusing on the in-depth analysis of the whole interactive process of the phenomenon. Based on the questionnaire survey of portrait users, this paper summarizes the usage and user preferences of Vlog communication groups, and comprehensively grasps the development status of Vlog.

Secondly, starting from the theoretical basis, interactive subject, interactive mechanism and results of interactive ritual chain, this paper grasps the core points of the theory, and then takes the development of Vlog in microblog social platform as the main research object, discusses the interactive ritual link of Vlog in detail: cyberspace provides flexible and diverse opportunities, and gathers the same space through individual symbolic capital and rational choice; the focus of common concern, harmonious emotional connection and collective excitement, and then constructs the results of this ceremony: group unity, emotional energy income, symbolic capital owned by the group and the moral sense of maintaining group unity.

Then, this paper focuses on the analysis of specific cases in the micro-blog social platform, selects representative Vlog works and layout settings, analyzes how the two core resources in the interactive ceremony market, namely membership symbols and emotional energy, play an immediate role and have an impact in the communication and interaction of Vlog, summarizes the flow types of emotional energy and symbolic resources in Vlog, and looks for the results of Vlog's interactive ceremony.

Finally, based on the above theoretical research and case analysis, this paper starts with the micro situation, and finally focuses on the macro governance, mainly from the aspects of purifying the cyberspace,

optimizing the video content, and guiding the correct value, and puts forward some optimization suggestions for the healthy development of Vlog.