Research On The "Uses And Gratifications" Of The Audience Of Douyin Chongqing Dialect Short Videos

Chongqing dialect is the life representation of Chongqing regional culture.Relying on the new media environment,the development of Chongqing dialect has a modern way out.The uses and gratifications theory is one of the important theories in the development of communication research,which highlights the dominant position of audiences in the process of communication.At present,the research results on the uses and gratifications theory at home and abroad are quite fruitful,but the research on the short video communication of Chongqing dialect is still in its infancy.Therefore,carrying out relevant research is put on the agenda.Taking short dialect videos in Chongqing of Douyin APP as the research object,with the help of content analysis method,questionnaire survey method and mathematical statistics,the paper based on the uses and gratifications theory,combined with Maslow ’s hierarchy of needs theory and other theoretical frameworks to analyze the content characteristics,audience’s characteristics,audience’s behavior and the gratification of the needs of the audience,etc.The paper aims to explore the specific performance of the Chongqing dialect short video dissemination content and the audience’s demand satisfaction,obtaining the factors that affect the audience’s gratification of the needs.The research result shows that the short video of Douyin Chongqing dialect has a variety of style themes,creation mode is dominated by UGC and the presentation presents a diversified cultural landscape,with distinctive regional characteristics of the same period sound and cheerful sound effects,which is close to audience’s life.The paper found that the main motivation for audience to watch short videos of Chongqing dialect in Douyin APP is to satisfy curiosity,relax entertainment,and improve emotional value.The overall satisfaction of audiences’ emotional needs and entertainment needs is higher,which is proportional to the intensity of audiences’ motivation.While social and personal integration needs are in the low satisfaction range,cognitive demands are in the medium to high satisfaction range,and the audience’s gratification of the needs is relatively unsatisfactory.At the same time,through the analysis of the motivation,behavior and satisfaction of audiences with different demographic characteristics,it is found that there are differences between the same motivation,behavior and demand satisfaction of different audiences.After the difference test,the groups of audience with differences are obtained.After summarizing the research results,the paper found that the problems existing in the short video communication of Douyin Chongqing dialect are as follows: the intensification of ‘information cocoons’,dialect culture is impacted by mainstream culture,the control of dialect inheritance needs to be considered,audience interaction and platform audit mode need to be further improved,the expression of cultural value is not deep enough.Aiming at the existing problems,the paper puts forward the optimization suggestions for the short video communication of Douyin Chongqing dialect: optimizing technology empowerment,expand cultural boundaries,build dialect culture digital brand,broaden the dialect interaction channels,strengthen the guidance of cultural value to help rural revitalization.