The popularization of ecological protection awareness is a crucial component of ecological conservation, and using cultural orientation to promote disseminating this awareness is one of the methods of ecological conservation. In mid-2018, the State Council issued guidelines on comprehensively strengthening national ecological and environmental protection. In this context, certain variety shows have shifted their value communicating towards ecological and environmental protection. This paper adopts the Interaction Ritual Chains Theory as the research framework. By collecting bullet screen data and using visual charts, it analyzes the types of bullet screens and keywords. It investigates the ritual construction mechanisms between certain variety shows featuring water resource themes and users from 2019 to 2024. From this, the paper explores the positive relationship and areas for improvement in the value communication of water resource protection through variety shows, intending to enhance social awareness of water resource protection and promote the sustainable development. Research shows that variety shows construct the “virtual presence” of the audience through online platforms, which strengthens their sense of identity and promotes more active participation in real-time comment discussions. As a medium for emotions, the bullet screen enhances emotional energy and resonance, fostering a collective sense of identity around environmental protection. This has established a positive relationship in the value communication of water resource protection. However, variety shows still need to better balance entertainment with environmental issues. Additionally, Slogans are merely theoretical; the key to responding to environmental protection calls is guiding the audience to translate these messages into practical actions.