Research On The Influence Of The Use Of Mobile Short Video On College Students’ Online Social Capital

With the continuous development of mobile Internet technology,mobile Internet applications have gradually penetrated into people’s daily lives.Starting in 2016,mobile short video applications have become a part of the user’s life needs.This paper starts from the relationship between media use and social capital,and takes the college students as the research object,and explores the use of mobile short video and the resulting changes in online social capital of users.Firstly,through the literature analysis method,the concept of social capital and its measurement,the research status of mobile short video and its use measurement,media use and social capital research status are sorted out and analyzed.On this basis,this paper builds a research model of the use of mobile short video and online social capital.The use of mobile short video is divided into use intensity and motivation,and the motivation is further subdivided into four dimensions: information acquisition motivation,entertainment motivation,Self-presentation motivation,and Socialpresentation motivation.According to the theory of strong and weak relationship,online social capital is divided into two dimensions: online bridging social capital and online bonding social capital.Then use the questionnaire method to measure the variables and verify the research hypothesis based on the data analysis results.The study found that the use of mobile short video will have an impact on the online social capital of college students,as follows:First,the intensity of mobile short video has a positive impact on online bridging social capital and online bonded social capital.In strong or weak relationships,The more college students use mobile short video,the more online social capital can be gained.Second,different motivations have different effects on online social capital.Information acquisition motivation,entertainment motivation,Self-presentation motivation,and Social-presentation motivation have a positive impact on the online bridging social capital;Information acquisition motivation and Social-presentation motivation have a positive impact on the Online bonding social capital;Entertainment motivation have a negative impact on online bonding social capital.Third,demographic variables,such as age and grade,have a certain impact on the use of mobile short videos and online social capital.Finally,based on the research results,this paper further discusses the specific impact and practical enlightenment of the use of mobile short video on college students’ online social capital.The use of mobile short video can increase the stickiness of the group and meet the needs of college students’ entertainment and performance,and it also causes problems such as information mortuary,false content and value dissemination.Therefore,it is proposed to avoid "media dependence" and build a good media ecosystem;focus on online capital concatenation,guide group relationship construction;pay attention to the transformation of spiritual production relations,master the leading power of mainstream culture construction,etc.Under the coordinated management of all parties,we will create a network media environment that is clear and clear.