近几年来,社交型短视频平台凭借移动性、实时性、交互性、智能化、生活化等特点吸引了大量用户参与,但用户行为失范、自我把关失控、侵权泛滥、网络暴力等问题也随之凸显。本研究从用户参与的视角出发,采用网络民族志及二手资料调研法对我国社交型短视频头部平台抖音进行考察。研究发现,用户通过“刷抖音”满足感官享受及追寻生活归属感,通过“评抖音”对表演者进行情感表达与反馈,通过“拍抖音”建构风格化亚文化圈群,通过“推抖音”激发创作动力及寻求经济变现;抖音用户参与对个人、平台、社会等层面均有影响;针对现有问题,可以从题材挖掘、推送机制、媒介素养、权利意识、监管模式等维度进行引导和治理。
<<In recent years,social short video platforms have attracted a large number of users to participate by virtue of their mobility,real-time,interactivity,intelligence,and life-oriented,but problems such as misconduct of users,loss of control of gatekeeper’s behavior,massive infringement,and cyber-bullying have also become serious. From the perspective of user’s participation,this paper uses the network ethnography and second-hand data research method to investigate Tik Tok,a leading platform in social short video field of China. The study found that users get sensory gratification and pursue the sense of belonging through “browsing Tik Tok”,giving emotional expression and feedback to performers by “commenting Tik Tok”,constructing a stylized subculture circle group by “shooting Tik Tok”,inspiring creative motivation and seeking realization of gains through “promoting Tik Tok”. The user’s participation of Tik Tok has an impact on individuals,platforms,society and other levels. To solving existing problems,we can guide and govern social short video platforms from the aspects of subject mining,push mechanism,media literacy,rights awareness and regulatory model.
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