Author(s)

Jiansong Zhang ¹

Affiliation(s)

¹ Department of Art, Beijing Open University, Beijing, China

Corresponding Author

Jiansong Zhang

ABSTRACT

Due to the closed-off management of campuses under the COVID-19 epidemic, most universities performed the online graduation ceremony in the graduation seasons from 2020 to 2022 by means of mobile internet live video streaming. Online graduation, as an important ceremonial communication, realizes the value of the interaction ritual chain by comprehensively using the means of trans-temporal communication, network empowerment, interaction, performance and so on, completes the shaping of the university spirit and the construction of the spiritual community, and completes the information communication and brand shaping to the society, thus expanding the influence and popularity of the university brand.

KEYWORDS

Online graduation, Interaction ritual chain, Virtual presence, Brand building

CITE THIS PAPER

Jiansong Zhang, Research on the Communication of "Online Graduation" in Universities from the Perspective of Interaction Ritual Chains: A Case Study of Online Graduation of the Communication University of China. Media and Communication Research (2022) Vol. 3: 21-25. DOI: http://dx.doi.org/10.23977/mediacr.2022.030204.

REFERENCES

[1] A successful 2022 graduation ceremony of the Communication University of China. http: //by.cuc.edu.cn/ 2022/0625/c1382a194512/pagem.html
[2] Hill Tim; Canniford Robin; Eckhardt Giana M. The Roar of the Crowd: How Interaction Ritual Chains Create Social Atmospheres. Journal of MarketingVolume 86, Issue 3. 2022. PP 121-139.
[3] [USA] Randall Collins. Interaction Ritual Chains, translated by Lin Juren, Wang Peng and Song Lijun. Beijing: The Commercial Press, 2018, 86.
[4] Pan Shuya and Zhang Yuqi, Virtual Presence: The Interaction Ritual Chains of Online Fan Community, Journal of International Communication, September 2014, 38.
[5] Rothen buhler. Eric. W. Ritual Communication: From Every day conversation to mediated ceremony, Thousands Oaks, CA: sage 1998.
[6] Hang Ganghua. Ritual Communication and Public Opinion Guidance of Major Events in the New Media Era, News Gathering and Writing, June 2017.
[7] Wang Huning. Political life. Shanghai: Shanghai People's Publishing House, 1995, 72.

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