Abstract
In recent years, mixed-cut videos have become popular among college students. In this paper, we use the perspective of grounded theory to conduct in-depth interviews with college students and adopt a three-level coding strategy to analyze eight influencing factors: cultural atmosphere, rule awareness, creative impulse, poaching mentality, game mentality, image concern, emotional maintenance and value reconstruction. Subsequently, a model of the mechanism of the influence factors on the dissemination of mixed-cut videos was constructed. Finally, cultivating college students' cultural confidence, guiding college students to use online materials reasonably, and improving college students' media literacy education should help the standardized dissemination of mash-up videos.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
