Research On China's Mobile Short Video From The Perspective Of Consumer Culture

After the appearance of mobile short video,it quickly triggered an upsurge in the Internet and was sought after by the majority of young people.In recent years,mobile short video has developed rapidly.It is represented by “beautiful beat”,“vibrato” and “second beat”.These entertainment-oriented mobile short video applications have occupied half of the mobile internet.After consulting the relevant literature,the author found that for the emerging media products such as mobile short video,the current academic research mostly stays on the causes of the rise of mobile short video,the current status of development and the profit model and other issues.lack of.The author believes that mobile short video as a medium,its production has a profound social motivation,it is a microcosm of the real society.This article selects “mobile short video” as the research object,places it in the environment of consumer society,and analyzes it from the perspective of consumer culture.This article uses literature research methods,observation methods,case studies and other methods to analyze from four perspectives: communicators,communication content,communication channels,and audiences.It points out that mobile short videos are fragmented,entertaining,and personalized under the influence of consumer culture.Features such as.These features,on the one hand,cater to the preferences of the audience,and on the other hand bring a number of problems,such as the lack of cultural quality of content,the frequent appearance of vulgar content,and the lack of social responsibility.On the basis of rationalizing and evaluating these issues,give reasonable opinions.We hope to make a correct guideline and specification for the future development of short video,so that short video will develop on an active and healthy road.