"Educational Power" Zhang Yiwu: The global popularity of short videos

Zhang Yiwu: The global popularity of short videos

Educational power

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In the past one or two years, we can see that global popularity of short videos has become a new form of Internet culture. This new fashion inspired by "TIKTOK" has a strong diffuse effect, which has formed a unique cultural form. The wave of triggers has attracted widespread attention.

The short video should be a typical youth culture. Its development is closely related to the so -called "generation Z" or the "post -95" culture in the West. They are completely young people. They are a generation of birth and growth with the Internet. They can really be said to be the so -called "Internet generation" culture. On the Internet, although young people around the world have considerable differences, with the development of the economy and the popularization of the application of the Internet and smartphones, the unique characteristics of the mobile Internet with short videos are actually the inherent motivation of its development. Whether it is a developed country or an emerging economy, consumption centered on young people is becoming more and more important.

Because the youth culture has formed a unique "blog" effect in the Internet, they are different from the Internet platform used by the previous generations. What they demand is both a popular culture and a social function of mutual communication. This adolescent group forms the closeness and hobbies of the contemporary people, and this interest and hobbies are developed more in their viewing and interaction. The continuous excavation of the new features and functions of teenagers on the Internet is actually the characteristics of the cultural form represented by this new platform. The creators and audiences of most content here are actually teenagers. The publisher of the content is often not professional, but the content they created can adapt to the audience's mentality and interests, and can interact with people with similar emotional structures and interests on the Internet. the value of. At present, the life of young people has a fragmented, scattered cultural -like adaptation feature that has been developing in recent years. Therefore, the culture of short videos is quite different from the linear and causal cultural logic of the elders.

The large number of such short videos emerge, and its content is often a broken display of some interesting performances. Brokenness, performance and interaction can be said to be its three major characteristics.

The so -called fragments are not only to attract the attention in the relatively short pieces, so that because of its "shortness", it is often pursuing a fragmented and interception moment. What these moments are interested are some of the audiences that have some kinds of people in their rich content that make it feel attracted. Film is the characteristic of its adaptation to the culture of youth. The short film is not pursuing a deep meaning, but a large amount of interesting pieces are full of interpretation of the application, and young people who are in the fragmented time are constantly drawn with the shape of the screen. The so -called "activeness" is a dramatic nature that needs to highlight the eye -catching. This is often a record of occasional, with some improvisation. These performance forms are casual, with a variety of tricks, and the content is quite mixed. It is often based on the "show" of imitating popular songs or dance, but the center is a pursuit of fun, a piece of broken, instantaneous "flow streaming "Performance" of the "performance" of life records. A large number of short videos are pursuing some kind of "feeling", and the interesting taste is often "cool" and "cute" often referred to today. Or make people smile happily, or make people realize.

The so -called "interaction" is the social effect of the viewer's response through various ways, so that short videos can watch and discuss and evaluate at any time, and have exchanges that interact with multiple people. This communication is also an important needs of Internet youth culture.

Broken videos can enter the short video at any time and can leave almost at any time, with high degree of flexibility, while "acting" constitutes its attractive effect, and interaction forms its adhesive and communication effect. The current short video platform is exactly the space and interaction space for the global youth culture with this characteristic. The short video platform will continue to have a large number of new content empowerment. Young people in different regions around the world create new social identity and new expression space through short videos. Their future development is worthy of high concern. Now the development of short videos has also encountered many new problems. On the one hand, it has become highlighted on the height of the younger generation, making it more and more a platform for daily use of viewing and communication. On the other hand, this kind of culture centered on young people is expanding and developing its influence, and it has also encountered the impact of new international situation changes. The challenges of these influence on its future development are also highly concerned.

Zhang Yiwu: Member of Chang'an Street Reading Club and Professor of Chinese Department of Peking University

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