Positive or Negative:Research on the Audience's Characteristics of Short Video Consumption under the Perspective of Involution
Open cyberspace,a large amount of short video content and a wide range of audiences make the short video market more refined and complex,so that the audience's short video consumption into a popular cultural consumption with involution characteristics driven by algorithm technology and capital driven.Based on the dimension of user production,communication and right under short video consumption,this paper finds that short video consumption is happening within the technical framework of short video media,the audiences have not become more active in essence,their short video me-dia consumption is not separated from the media regulation,which is still a passive consumption.Under the role of monopo-ly media technology and capital rules,the audience has been into an consumption cycle with involution characteristics as been pushed,interacted,disseminated,and then pushed again.Innovating the development model of short video should promote the transformation of short video creation to medium video and long video,optimize the communication ecology and increase the audience's consumption stickiness and enthusiasm.
short videoinvolutionlow-level repetitionirrational
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