The Addictive Media Use of Audiences From Social Short Video Platforms

Abstract

The innovation of network technology has led to the flourishing of various diversified short-video social platforms, led by Tik Tok and Quick hand . These platforms have rapidly updated the social habits of audiences by virtue of their living, real-time, social and interactive characteristics, which have greatly changed the current media ecological environment and caused significant social communication effects one after another. However, the high fragmentation characteristics of social short video platforms have gradually formed a prominent entertainment culture atmosphere, giving rise to high intensity of media dependence, and the phenomenon of addiction is particularly common. This paper takes social short video platforms as an example to study the addictive audience media use, and proposes relevant strategies to advocate the construction of a benign, rational and diversified media communication ecology.