Research On "Dou Yin" Short Video APP Users Based On Internet Ethnography Survey

Recent years,the widespread use of the Internet and the popularity of smart phones have given birth to a number of emerging media formats.Among them,the most rapid development in 2017 was the instant short video called " Standing in the Internet Industry”.Before identifying the research subjects,the author explored the overall characteristics of the users of the instant short video app.The study found that users who use short-lived video apps are mostly young;their common feature is the pursuit of personalized,fashioned culture,the love of music,dance and other fresh elements.Therefore,the author chose the vertical segment of music short video as the starting point from the various instant short video apps,then select the typical instant short video "Dou Yin" as the research object.The article begins with a brief overview of the instant short video development history and media characteristics,and analyzes the rise and development of instant short music videos and the media characteristics of instant short music videos.In the in-depth study of "Dou Yin",the author conducted user analysis with in-depth interview method and performed a short video sample analysis by text analysis.On this basis,the author obtained sub-cultural connotation of the instant short video "Dou Yin" community and the user's "use and satisfaction".By analyzing the sample of the instant short video works,the author found that the"Dou Yin" instant music short video community has gathered a large number of young users who love music and pursue individuality,they use music as a tool to create original short videos.The works are rich in content and diverse in type,embodying the connotations of the subculture of shooter,Kuso ghosts and animals and fan.It is precisely because these short video works are rich in sub-cultural connotations that enable users to use "Dou Yin" frequently for a long period of time,and interact with other users through like,comment,and forward.In this online community,users of the "Dou Yin" enjoy entertainment and release.In the process of using this new media tool,the satisfaction of changing the mood,interpersonal communication,and self-identification was achieved.The author believes that in the future,based on the "Dou Yin" branding,it is necessary to further strengthen the standardized management.Only in this way can it go further in the short video industry.