The Dissemination and Influence of Visual Culture, Taking TikTok as an Example

Abstract

With the accelerated pace of people's lives and the use of short videos in fragmented time, the development of short videos is accelerated and TikTok stands out among many video platforms. From the perspective of visual culture communication, this essay analyzes the reasons for the popularity of TikTok short videos from three aspects: the relationship between short videos and visual culture, the communication characteristics of TikTok, and the communication effect of TikTok short videos. It also summarizes the current problems and challenges of TikTok to provide reference to short video development by using an analysis model called SWOT, namely strengths, weaknesses, opportunities, and threats. Based on the background of visual culture communication, this essay first conducts an extensive search and collation of related theories and then conducts research on the communication effects and characteristics of TikTok short videos. This essay concludes that TikTok is characterized by its swiping browsing style, diversification of dissemination channels, and development of originality and innovation. Furthermore, the improvement of TikTok's short video communication effect is mainly attributed to its content and form. Based on this, this essay gives targeted strategies and suggestions, including internal optimization of TikTok short videos, diversification of communication channels, and enhancement of video auditing.