Abstract
ABSTRACT The proliferation of mobile short video apps has transformed the dynamics of discourse circulation in contemporary society. However, limited research has been conducted on this phenomenon. This exploratory study employs topic modeling and social network analysis to examine discourse patterns within popular content (n = 10,000) on China’s leading mobile short video apps, Douyin and Kuaishou. The analysis reveals two primary discourse patterns: “positive energy” and “fun.” Remarkably, these popular short videos are predominantly produced by institutional-certified creators, including government departments and Chinese state-affiliated media, exerting a significant influence on mainstream discourse. These videos serve as essential instruments for the Chinese government to disseminate information and shape public opinion through mobile media platforms to a considerable degree. The tension between the “positive energy” and “fun” discourse patterns reflects the intricate nature of China’s short video mobile platforms under social media logic. This complexity is shaped by the entertainment-oriented nature of these platforms, government regulation, audience preferences, and the promotion of mainstream values within Chinese society.
Published Version
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