Research on the Application of Chinese Traditional Etiquette Culture in the Interaction of Network Broadcast from the Perspective of Cyber Anthropology

The Tiktok live, Kwai live, Taobao live and YY live are the main online live broadcasting platforms that have sprung up in recent years, including both entertainment live broadcasting based on reward mode and e-commerce live broadcasting based on delivery mode. No matter which live broadcasting mode is adopted, the social interaction of the virtual community on the live broadcasting platform is an important issue, which directly affects the operation effect of the reward mode and the goods delivery mode, and is the key factor to realize the business mode of the virtual community. From the perspective of cyber anthropology, this paper selects Tiktok live, Taobao live and YY live as the survey points. The research period lasted from December 2022 to April 2024, for a total of 16 months. With the participation observation method as the core field work method, Collins' interactive ritual chain theory as the research foundation, and combining online and offline research, this paper mainly analyzes the application and embodiment of Chinese traditional culture in the live broadcast interaction on the Internet. In the study, the author found that emotional energy and group solidarity are two important issues in the social interaction of the online live virtual community. The "Five Virtues" thought and the "Five Constant Virtues " thought in Chinese traditional culture are reflected in different degrees in the interaction of live webcast. The gentleness, courtesy and concession in the thought of "Five Virtues" can make the interaction process more harmonious and orderly, and the benevolence, righteousness and faith in the thought of "five constant" can make the community business model more smoothly realized. We should further apply and extend Chinese traditional culture at the level of virtual community and meta universe based on the principle of sublating in criticism and developing in inheritance.