Short Video Platform Research Articles

Covid-19 vaccines on short video platforms in Brazil: the case of Kwai

Covid-19 vaccines on short video platforms in Brazil: the case of Kwai

Research on Uses and Gratifications of TikTok Users

The rapid development of the mobile Internet era has given rise to various new forms of digital entertainment. Among them, the short video platform is deeply loved by users for its relaxed, vivid, and intuitive characteristics. Among the many short video platforms, TikTok has become a leader in the trend with its innovative content presentation method, extensive user group, and good user experience. TikTok platform provides a vast platform for users to choose their favorite video types and speak freely.This study aims to deeply explore the usage characteristics and psychological motivations of TikTok users by applying the "Uses and Gratifications Theory" framework, to provide a deeper understanding of the development and user experience of the short video platform. Among them, TikTok is represented. This study analyzes the audience's usage preferences based on the "Uses and Gratifications Theory" and further studies the psychological motivations of TikTok users of different age groups through interview methods.

The association between problematic short video use and suicidal ideation and self-injurious behaviors: the mediating roles of sleep disturbance and depression

BackgroundPrior work suggests that problematic short video use was associated with adverse psychological, physiological, and educational outcomes. With the prevailing of short video platforms, the potential relationships between this problematic behavior and suicidal ideation and self-injurious behaviors have yet to be thoroughly examined. Besides, considering the potential dual nature of problematic short video use, particularly its positive aspects, a potential mechanism may exist linking such problematic behavior to SI and SIBs, ultimately driving individuals towards extreme outcomes. Nevertheless, such mediation paths have not been rigorously examined. Thus, the current study aimed to investigate their relationships and delve into the underlying mechanism, specifically identifying potential mediators between sleep disturbance and depression.MethodsA quantitative cross-sectional study design was employed to model data derived from a large sample of first- and second-year university students residing in mainland China (N = 1,099; Mage = 19.80 years; 51.7% male).ResultsResults showed that problematic short video use has a dual impact on SI and SIBs. On the one hand, problematic short video use was directly related to the decreased risk of suicidal ideation, attempts, and NSSI. On the other hand, such problematic behavior was indirectly associated with the increased risk of NSSI through sleep disturbance, and it indirectly related to the elevated risk of suicidal ideation, attempts, and NSSI through depression. Besides, on the whole, problematic short video use was positively associated with NSSI but not suicidal ideation and attempts.ConclusionsThese findings indicated that problematic short video use had a dual impact on SI and SIBs. Consequently, it is paramount to comprehend the genuine magnitude of the influence that such problematic behavior holds over these intricate psychological conditions.

“How do we do that?” An analysis of TikToks by lesbians over age 30 representing sexual identity, lived experience over time, and solidarity

Lesbians have long turned to digital media and technologies for information, support, and to self-represent sexual identity in ways that have the capacity for building communities and gathering publics and counterpublics. TikTok is a short video platform popular with young people, which has increasingly seen the participation of comparatively older users. This paper investigates the self-representation of lesbians over age 30 on TikTok to understand the themes in their content and how the platform shapes their communication with others. Through sampling tailored to TikTok’s algorithmic curation, ten lesbians’ accounts are examined alongside qualitative coding and analysis of 50 of these creators’ videos. Findings reveal key themes regarding the expression of identity and age, lived experience over time, and bids for connection and community. TikTokers expressed lesbian identity in continuity with longstanding stereotypes to enhance visibility but also incorporated humor and youthful trends to give rise to novel identity expressions. Videos showcasing the passage of time and sociopolitical change demonstrated the resilience of lesbian lives and conveyed hope while advice and statements of solidarity expressed support for young people’s present struggles with homophobia and transphobia. Contrasting with studies of TikTok’s generational wars, this article shows how older lesbians are building generational bridges through their uptake of youth-driven platform practices, sharing of past challenges to support youth in overcoming present hurdles, and by modeling lesbian futures.

A Study on the Self-presentation of Ethnic Minority Youth on Short Videos

This study conducts an in-depth study on the self-presentation behavior of ethnic minority youth on the short video platform, and aims to reveal the characteristics and values behind it. As an important participant of the short video platform, the self-presentation behavior of ethnic minority youth has an important social value. This study analyzes the self-presentation behavior of ethnic minority youth on the short video platform from the perspectives of impression management and background and also notes the possible negative effects of the short video platform. It is expected to further promote social attention to and respect for ethnic minority cultures to build a harmonious and diversified social environment.

Value Communication Model of Social Networking Services: Research on the Depth Value Communication Patterns of Short Video Cultural Hotspots

Based on social networking services (SNS) platforms, the value communication of short videos rapidly expands its dissemination scale with low participation costs. The recipients of value, acting as both receivers and transmitters, generate and propagate the depth value of short videos through the interactive process. This paper takes the phenomenon-level short drama Escape from the British Museum on domestic short video platforms as the research object. Grounded in the Four Segments Three Relationships model, which articulates the development laws of online public opinion, this study establishes a value communication model for short videos on social networking service platforms. It explores the depth value communication patterns of short video cultural hotspots, and consequently, proposes the SNS Value Communication Model for short video dissemination. This model, with stages of value presentation, value judgment, value interaction, and value dissemination as its core, provides feasible paths for the deepening of positive value communication and the guidance of negative value in short video cultural hotspots.

Exploration of TIK TOK's Contribution to the Communication of Huangmei Opera: An Analysis Based on the 5W Model

This study discusses the communication and inheritance of Huangmei Opera on TikTok. Adopting the 5W model comprehensively analyses five aspects: communication subject, content, object, medium, and effect. Huangmei opera, as a part of Chinese traditional opera, faces the challenge of a shrinking audience and market. However, TIK TOK, as a short video platform with wide influence, provides new opportunities for the dissemination of Huangmei opera.The study shows that vloggers at different levels play an important role on TIK TOK, especially high-influence professional actors and theatre troupes, who have effectively promoted Huangmei Opera by leveraging their large fan bases and high-quality content. Medium- to low-impact and emerging vloggers have also attracted a large number of viewers to Huangmei Opera through their diverse and interactive content. The findings show a significant positive correlation between viewers' interactive behaviours (e.g., liking, commenting, sharing) and viewing duration, suggesting that improving content quality and viewer engagement is crucial for communication effectiveness.This paper also explores the features of the TIK TOK, such as fragmented communication, interactive communication, precise pushing and community effect, which help Huangmei opera expand its influence among young audiences. Despite challenges such as differences in content quality and the short attention span of young audiences, the communication effect of Huangmei Opera on TikTok has been significantly improved through cooperation and innovation. The research in this paper provides new perspectives and practical suggestions for the communication strategy of Huangmei Opera in the digital era and further enriches the modern communication path of traditional art.

Perceived Overload on Short Video Platforms and Its Influence on Mental Health Among the Elderly: A Moderated Mediation Model.

In the post-epidemic era, the problem of short-video app addiction among older adults has become increasingly prominent, and people have begun to pay attention to the negative emotional and psychological consequences of Perceived Overload of short-video apps. Given the growing mental health concerns of older adults, it is critical to understand the potential relationship between the Perceived Overload of short video apps for older adults and older adults' mental health. This study applied the stress-strain-outcome (SSO) framework to explore the relationship between perceived overload of a short-video application and loneliness, mental health, and Confucianism tenets in 1300 Chinese older adults. The relationship between perceived overload and loneliness, mental health, and Confucianism tenet moderated mediation models of perceived overload and mental health were created using SPSS 26.0 and PROCESS 4.1 for SPSS. The perceived overload of a short video application for older adults directly predicted loneliness and mental health in older adults, and the Confucianism tenet moderated the mediation process between perceived overload and mental health. Perceived overload affects mental health through loneliness in older adults. The results of this study are of practical significance for understanding the current problem of short-video addiction among older adults. Understanding the effects of perceived overload on older adults' loneliness and mental health can help prevent loneliness and mental health problems caused by short-video addiction among older adults on the one hand, and on the other hand, it can also help to develop targeted coping strategies and create psychological intervention programs based on the Confucianism tenet of intervention ethics to improve mental health in a changing technological stress environment.

Social short video platform assisted care for adverse psychological symptoms in cancer patients: A mixed‐methods study

AbstractThe rising psychological issues among cancer patients call for timely treatment. Psychological issues such as anxiety, depression, and distress are particularly common among cancer patients and have a significant impact on their treatment and prognostic outcomes. Distraction has been proven to mitigate mental disorders as a strategy of intervention. Digital tools like social short video platforms offer cost‐effective mental healthcare potential, but there is a lack of longitudinal studies demonstrating their intervention effectiveness. This study aimed to assess the impact of social short video platforms on the psychological well‐being of cancer patients, focusing on anxiety, depression, and distress. We studied 455 digestive system cancer patients using mixed methods. The effect on psychological symptoms was evaluated via cross‐sectional analysis of 392 patients and pre‐post intervention analysis of 63 patients, employing the Hospital Anxiety and Depression Scale and Distress Thermometer. The findings showed lower anxiety, depression, and distress scores among regular users of social short video platforms. The intervention led to reduced anxiety and depression scores. As a prevalent app of social short video platforms, these platforms might be a safe and convenient nonpharmacological assisted tool for enhancing mental health care during cancer treatment.

쇼트 비디오 플랫폼의 부정적인 정보요인 관점에서 살펴본 소셜미디어 이용중단의도: 중국 틱톡(Tik Tok)이용자를 중심으로

쇼트 비디오 플랫폼의 부정적인 정보요인 관점에서 살펴본 소셜미디어 이용중단의도: 중국 틱톡(Tik Tok)이용자를 중심으로

Taking the City as the Medium: Research on the Construction and Dissemination of City Image from the Perspective of 'Media Event'Taking Harbin Traffic Progression as an Example

In the era of media convergence, the dissemination of city images has gradually entered the stage of mobile Internet visual dominance with short video as the main carrier and focusing on urban life. Local mainstream media actively participate in it and play a key guiding role in media events. At the end of 2023, the content of Harbin Ice and Snow Cultural Tourism in the short video platform exploded, making Harbin one of the well-known tourist destinations at home and abroad. Harbin extends the traditional way of expressing the city image of " taking the city as the medium, " with " media event " as the core, supplemented by the sincere hospitality method of " Scene-Topic-Empathy" which enriches the narrative paradigm and discourse system related to the construction and dissemination of the city image, and explores an effective way to promote the internationalization of the city in the era of media integration. This paper takes the event of Harbin cultural and tourism industrys rise to fame as an example. From the perspective of media events, taking the timeline as the axis, it explores how media events can further promote the traffic progression of Harbin city IP from the three dimensions of image construction, brand communication and value shaping, to move towards the international stage.

Vertical Screen Documentaries: Creating Masterpieces and Achieving Classics An Analysis of the Emergence and Development of Vertical Screen Documentaries, Using Talking to Strangers as a Case Study

As the number of short video users continues to grow, China is embracing the "mobile vertical screen era." To satisfy users' demands for a quicker immersive experience, major platforms are adopting a vertical screen format for micro-movies and videos, particularly given the maturity of the fragmented online context, initiatives for aging media adaptation, and the trend towards younger internet users. These factors provide a prime opportunity for the development of vertical screen video formats. Many short video platforms have begun experimenting with vertical documentaries. This paper takes the vertical documentary "Talking to Strangers" as a case study to discuss its strengths and weaknesses in conjunction with the future development of vertical screen documentaries. In today's era of fragmentation, where various types of work are emerging, how to make vertical screen documentaries into refined classics is a question worth considering and discussing deeply.

The status quo of short video as sources of health information on gastroesophageal reflux disease in China: a cross-sectional study.

Positive lifestyle adjustments have become effective methods in treating gastroesophageal reflux disease (GERD). Utilizing short video platforms to encourage GERD patients for effective self-disease management is a convenient and cost-effective approach. However, the quality of GERD-related videos on short video platforms is yet to be determined, and these videos may contain misinformation that patients cannot recognize. This study aims to assess the information quality of GERD-related short videos on TikTok and Bilibili in China. Search and filter the top 100 GERD-related videos on TikTok and Bilibili based on comprehensive rankings. Two independent gastroenterologists conducted a comprehensive evaluation of the video quality using the Global Quality Score and the modified DISCERN tool. Simultaneously, the content of the videos was analyzed across six aspects: definition, symptoms, risk factors, diagnosis, treatment, and outcomes. A total of 164 GERD-related videos were collected in this study, and videos from non-gastrointestinal health professionals constitute the majority (56.71%), with only 28.66% originating from gastroenterology health professionals. The overall quality and reliability of the videos were relatively low, with DISCERN and GQS scores of 2 (IQR: 2-3) and 3 (IQR: 2-3), respectively. Relatively speaking, videos from gastrointestinal health professionals exhibit the highest reliability and quality, with DISCERN scores of 3 (IQR: 3-4) and GQS scores of 3 (IQR: 3-4), respectively. Overall, the information content and quality of GERD-related videos still need improvement. In the future, health professionals are required to provide high-quality videos to facilitate effective self-disease management for GERD patients.

Research on Brand Communication Strategies in the New Media Environment

With the rapid development of new media technologies, especially the rise of short video platforms, brand communication strategies have undergone significant transformations. This study focuses on how short videos and the influencer ecosystem redefine the interaction between brands and consumers in the new media environment, and fundamentally affect the methods of brand communication. Through an in-depth analysis of short video platforms and the influencer ecosystem, this paper proposes various innovative brand communication strategies adapted to the new media environment. It is found that utilizing the influencer ecosystem can not only enhance the brand's market sensitivity and consumer engagement but also greatly improve the efficiency and effectiveness of brand communication through data-driven content optimization. The results of this study provide theoretical and practical guidance for brands to formulate more effective market strategies in the age of new media.

The Benefits and Costs of Livestreaming in E-Commerce Development in China

Nowadays, with the continuous development of science and technology, online shopping has become the shopping method that most people choose and trust. Chinas e-commerce platforms are also constantly upgrading to provide consumers with better services. Different from the original television advertisements and street billboards, these advertisements are posted on shopping platforms or short video platforms by celebrities, who recommend their products to their fans and use the heat online and popularity to drive product sales. However, this leads to new problems, that there are many goods have the problem of false publicity and the use of celebrity effect to deceive consumers. This article discusses some benefits of livestream commerce and then explores the false propaganda of celebrities and how to curb it and prevent it from happening. Therefore, consumers can be assured when buying products online, while their rights and interests are protected, so that they can have a proper after-sales rights protection service.

The Analysis of Content-type Short Video Platform TikToks Marketing Strategies in China

TikTok is one of the most popular apps. Users of social media platforms around the world can create short videos and interact with each other. TikTok has changed the way people consume and has also influenced the marketing methods of enterprises. This paper aims to discuss and analyze the marketing strategies of TikTok, mainly focusing on the marketing cases of TikTok in the Chinese market, and provide marketing strategy suggestions for enterprises to better carry out brand promotion. TikTok is particularly popular among millennials because of the diversity and innovation of its video content. Short video advertising is an innovative strategy widely adopted by marketers. Businesses use TikTok as a platform to advertise and sell their products. With its high-quality content and huge number of fans, the TikTok short video platform has become the main front for enterprises to carry out marketing activities. Through big data algorithm recommendation technology and audience dissemination, it has obtained certain brand exposure and established a good brand effect. TikTok offers a number of marketing activities for businesses, such as content marketing and influencer marketing. Finally, the study evaluates advertising and suggests possible improvements and actionable recommendations, including improving the quality and authenticity of advertising to build a stronger relationship with consumers.

Reshaping digital literacy: investigating the determinants of user intentions to identify false content in short-video platforms

Reshaping digital literacy: investigating the determinants of user intentions to identify false content in short-video platforms

Today's College Students' Aesthetic Mechanisms from an Algorithmic Re-domestication Perspective

The emergence of short video platforms has undeniably brought about a significant transformation in society. The process of re-domestication involves the adaptation of individuals' interactions with and utilization of previous technologies. The advent of the internet and the subsequent proliferation of novel social media platforms have engendered a plethora of new societal impacts. Social media platforms, including TikTok, are believed to have a substantial influence on the aesthetic preferences of college students. The choice to re-domesticate the media is a rebellion against the more anxiety-inducing aspects of society. It is apparent from casual conversations that present-day university students exhibit a discerning mindset when confronted with aesthetic unease stemming from TikTok algorithms. Individuals continue to prioritize their initial choices and demonstrate this through practical application, thereby reconfiguring the algorithms to align with their personal aesthetic tastes. A significant proportion of college students engage in critical analysis of media information, expressing a sense of disillusionment towards the prevalence of comparisons seen on the internet.

Influential and Worthy: A Video-centric Exploration of Travel Influencers’ Value Chain Logic

Influencer marketing has ushered in a new mode of electronic commerce, necessitating research to explore this emerging business logic. This study, grounded in communication and persuasion theory, develops a theoretical framework of travel influencers’ value chain logic. It elucidates how these influencers’ communication strategies drive their audience members’ online engagement and influencers’ business value on short video platforms. A multi-method design and video-centric approach revealed three dimensions of influencers’ communication strategies—physical attractiveness, content richness, and social activity—that significantly shaped audience members’ online engagement with the content. Such engagement in turn had a positive impact on influencers’ business value. These findings help to clarify value chain logic in influencer marketing and carry managerial implications for influencers and travel brands.

Research on Short Video Communication Strategy of Live-Streaming Farmers in China’s Rural Revitalization

With the popularization and flourishing of rural We Media, Live-streaming farmers who use short videos to sufficiently present rural customs and landscapes have emerged. While reshaping the profile of rural areas and the identity of farmers, they have also facilitated the development of "Three Rural Issues", becoming "contributing farmers" which reflect and promote the construction of rural revitalization and digital design. This article conducts a “5W” communication mode on the released account "Dongbei Yujie" which has both personal creative characteristics and huge audience groups on the mainstream short video platform - Douyin. The purpose is to explore the media content production and communication strategies of the typical Live-streaming farmers, to provide innovative dimensions for the creation of short videos on "Three Rural Issues" and to help the sustainable development of the new formats in rural revitalization.