With the continuous development of the Internet, e-commerce live broadcasting is also maturing after a certain period of time. After three times of transformation, the complete e-commerce live broadcast system has been continuously improved. Under this, it is different from the traditional oral tradition, which has been reproduced with the development of the Internet. In the continuous recurrence, rituals and formulations are the main recurrence methods. Based on this traditional background, this paper will use the interactive ritual chain theory to analyze the recurrence of the ritual. Finally, it will bring some professional thinking and perception to relevant practitioners, and try to provide a mature and feasible methodology reference for the benign development of network broadcast in the future.

He Haoqin, Zeng Chunsen, Chen Xiangjian. The study of e-commerce live broadcast: The use of rituals in the reproduction of oral traditions. The Frontiers of Society, Science and Technology (2023) Vol. 5, Issue 12: 95-99. https://doi.org/10.25236/FSST.2023.051217.

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