关键词: 互动仪式链, 短视频, 红色文化, 哔哩哔哩, 公共图书馆

Abstract: Based on the theory of interactive ritual chain,this paper analyzes the ritual process of The Choice,a practical case of red interactive short video on Bilibili,and puts forward the promotion path of red culture in public libraries under the perspective of interactive ritual chain: optimizing the publicity strategy to activate the ritual prerequisites;planning the promotional content to satisfy the ritual elements;and making use of the output of the ritual to consolidate the emotional energy,with a view to providing references to the relevant service work of public libraries.

Key words: interactive ritual chain, short video, red culture, Bilibili, public library