"Digitalization"and"Anti-Digitalization"of Red Packet Ceremony in Spring Festival
In the new media era,traditional festive customs,deeply rooted in pre-modern society,are navigating a dual path:digital integration and cultural resistance.Utilizing NVivo12 for qualitative analysis,this study delves into the digital transformation of"red packet culture"during the Spring Festival through grounded theory.Key findings highlight how local customs,communication norms,ethical frameworks,and the traditional significance of red packet exchanges have historically constituted the cultural fabric of ritualistic societies.Amidst digital transformation,there emerges a dynamic interplay between digital rationality and emotional consciousness,fueled by the opposing forces of"incorporation"and"counteraction."Analysis of digital red packets'role in social media and individual preferences uncovers a dichotomy in practice:a simultaneous trend towards"digital conformity"and"digital resistance."This conflict between traditional values and digital innovation underscores an enduring emotional morality within individuals,resistant to the homogenizing effects of civilization's progress and rational thought,safeguarding a vital space for reflective nostalgia in the rush towards a fully rationalized future.
red packet in Spring Festivalred packet socializationsociety based on social etiquettesocial mediadigital rationality
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