Research On Short Video Culture Field In Mobile Internet Scene

With the development of the new media era,the short video industry chain is gradually becoming mature.The features of short video such as fast,short,concise,fragmented and entertaining are well adapted to the fast-paced life habits of modern people.Watching short videos has become a favorite way of entertainment and even a way of life for many people.This naturally attracts commercial capital to layout in the field of short video.As a result,rich and diversified short video IP culture has sprung up like bamboo shoots after rain,just like "stars Luo Qiumin",creating a dizzying cultural landscape with bright stars.Mainstream culture is never absent.The government and mainstream media platforms take the initiative to build and improve the discourse position in the field of new media short video,and cooperate with platform management to make it an important carrier of social value and cultural character.The reason why short video is so charming is inseparable from the support of recommendation algorithm technology.In key short video platforms such as Douyin and Kuaishou,communication bodies such as traditional mainstream media,MCN institutions and we-media gather fans with obvious differences in number in categorized market segments to form algorithm-based group communication.At the same time,under the media evaluation standard of "flow is greater than content",the short video industry is deeply restricted by commercial culture.With the support of algorithm culture,the short video content ecology not only highlights the wide entertainment,but also implicitly or explicitly realizes the logic of capital domination and alienation turn behind short video culture--"cognitive alienation","consumption alienation" and "labor alienation".The large-scale development of short video industry is the general trend under the background of changing times,scientific and technological innovation and audience demand.In the face of alienation,how to position the attributes of short video in a macro sense,understand the cultural production logic of short video,and discuss how each person can grasp the spirit of our times in an individual sense and strive to be an independent and sober person?Has become the Internet space in many crux of the issue background color.The research of this paper starts from the field survey of short video industry,deeply rooted in the practice of short video industry,combined with the Internet survey,short video industry survey and short video user value survey released by authoritative institutions,and supplemented by interview data and case studies to conduct qualitative research.The article is divided into four parts.The first chapter discusses the cultural ecological chain of short video content production from micro,meso and macro levels.It includes the features of short video text,the production subject and communication mode of short video content,and the discourse pattern of short video cultural field.Chapter two analyzes the immersion principle of short video audience and the logic of short video immersion field from the perspective of immersion experience.It includes the factors that can trigger immersion experience in short videos,users and immersion performance,and the addiction crisis behind immersion experience.The third chapter discusses the alienation tendency of short video culture field and its consequences in the two-way interaction between producers and audiences.The dissimilation of short video cultural field can be summarized into three dimensions,namely cognitive dissimilation,consumption dissimilation and production dissimilation.In the last chapter,a media governance concept driven by "harmony" and "co-creation" is proposed in view of many times’ problems in the short video culture field.Based on this idea,this paper proposes the construction of short video culture industry ethics from five perspectives.