Creative Class Visibility Exhibition on Short Video Platforms, Taking Douyin as an Example

Abstract

With the continuous development of Internet technology and mobile communication technology, the penetration of video websites and video apps is increasing. In the environment of new media, mobile video has become the most popular social platform due to its low creation threshold, easy homogenization, and information fragmentation. If video creators want to gain online traffic, they must optimize their strategies and increase visibility of their videos. Therefore, in such a short video era, this paper investigates how the creative class uses video platforms to compete for visibility and get more traffic. Through the lens of the uses and gratifications theory, it finds that due to China's unique cultural background, Douyin's algorithmic recommendation mechanism gives priority to content in line with mainstream social values. The emergence of short video as a medium has brought great changes to Internet users.