Grounded in James W.Carey's"ritual view of communication",this study conceptualizes music festivals as modern cultural rituals.By integrating brand semiotics with interaction ritual chain theory,it const...Grounded in James W.Carey's"ritual view of communication",this study conceptualizes music festivals as modern cultural rituals.By integrating brand semiotics with interaction ritual chain theory,it constructs an analytical framework encompassing four dimensions—symbols,space,interaction,and culture—to conduct a systematic comparison between the American Coachella Music Festival and China's Strawberry Music Festival.The findings indicate that Coachella,through the use of classic symbols,a fixed sacred venue,and decentralized interaction,constructs a"utopia of belief"characterized by spiritual transcendence.In contrast,the Strawberry Music Festival employs fluid symbols,urban touring spaces,and gamified interactions to create a"youth identity box"that caters to the identity performance and social needs of Generation Z.From the perspective of ritualized construction,this study distills a framework of brand design strategies aimed at balancing cultural depth with market reach,offering both theoretical reference and practical insights for local cultural brands seeking to reconcile cultural depth with effective market communication.展开更多
文摘Grounded in James W.Carey's"ritual view of communication",this study conceptualizes music festivals as modern cultural rituals.By integrating brand semiotics with interaction ritual chain theory,it constructs an analytical framework encompassing four dimensions—symbols,space,interaction,and culture—to conduct a systematic comparison between the American Coachella Music Festival and China's Strawberry Music Festival.The findings indicate that Coachella,through the use of classic symbols,a fixed sacred venue,and decentralized interaction,constructs a"utopia of belief"characterized by spiritual transcendence.In contrast,the Strawberry Music Festival employs fluid symbols,urban touring spaces,and gamified interactions to create a"youth identity box"that caters to the identity performance and social needs of Generation Z.From the perspective of ritualized construction,this study distills a framework of brand design strategies aimed at balancing cultural depth with market reach,offering both theoretical reference and practical insights for local cultural brands seeking to reconcile cultural depth with effective market communication.
