传播仪式观视角下的奶茶社交现象与跨文化传播探析

A Study on the Milk Tea Social Phenomenon and Cross-Cultural Communication from the Perspective of the Ritual View of Communication

摘要: 本文基于詹姆斯·凯瑞的“传播仪式观”，结合柯林斯“互动仪式链”，以新茶饮品牌公开营销资料与社交媒体话题文本为材料，分析奶茶社交的仪式建构路径与跨文化传播机制。研究发现，奶茶社交通过线下场景、品牌联名和网络热梗三条路径完成仪式化传播，并形成仪式引领者、积极参与者与被动卷入者的角色分化。商业力量对仪式节点的制造扩大了传播范围，也带来仪式真诚性稀释的风险。在跨文化层面，中国茶饮品牌通过在地化融合实现文化扩散，同时面临文化折扣与文化误读的挑战。

Abstract: Based on James Carey’s “ritual view of communication” and Randall Collins’s “interaction ritual chains,” this paper analyzes the ritual construction paths and cross-cultural communication mechanisms of milk tea socializing, using public marketing materials from new tea beverage brands and social media topic texts as materials. The study finds that milk tea socializing achieves ritualized communication through three paths: offline scenes, brand collaborations, and internet memes, and gives rise to role differentiation among ritual leaders, active participants, and passively involved participants. The manufacturing of ritual nodes by commercial forces expands the scope of dissemination while also bringing the risk of diluting ritual sincerity. At the cross-cultural level, Chinese tea beverage brands achieve cultural diffusion through localization and integration, while also facing the challenges of cultural discount and cultural misreading.