Research on the Catalytic Role of Short Video Media in Popular Culture Dissemination
DOI:
https://doi.org/10.54097/zwa5rn53Keywords:
short videos, popular culture, dissemination mechanisms, media characteristics, participatory culture, optimization strategies.Abstract
With the continuous development of digital technology, the forms of media have undergone great changes, which have greatly changed the environment of dissemination of popular culture. Its range of dissemination has transcended geographical restrictions, and the means of dissemination are diversified. They show the characteristics of "short cycles and rapid iterations”. New requirements are brought forward to the adaptability of the platform of dissemination. Based on the advantages of a low production threshold, accurate allocation and a strong interactive effect, short videos have quickly settled in the scene of popular culture dissemination and have become the key link that connects the production and consumption of culture. It has a deep influence on the production logic and transmission ways of popular culture. Based on the integration media and participatory culture theory, this paper first analyzes the internal connection between the characteristics of contemporary popular culture dissemination and the media attributes of short videos. Then, this paper discusses how short videos reduce the threshold of creation, conform to the characteristics of popular culture and form the key link in building a cultural dissemination community. Finally, this paper puts forward the optimization strategies from the perspectives of platform, creation and regulation. By clarifying the relationship among them, this paper provides a theoretical basis for the healthy development of popular culture in the digital age.
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