Research On The Media Dependence Of College Students On Mobile Short Video APPs

As an emerging form of media,mobile short video APPs have won the favor of the majority of people shortly after being launched.With the user penetration rate and per capita usage time increasing year after year,mobile short video APPs have becoming a new industry with the greatest potential in the field of online video.However,while mobile short video is booming,some problems have also followed.The People’s Daily has criticized short video addiction especially,and The Cyber Administration of China also guided multiple mobile short video platforms to launch anti-addiction systems,but neither of them with great effect.Based on the theory of media dependency,in this research,the factors that influence college students’ dependence on mobile short video APPs from aspects such as personality,motivation,and social support are explored and analyzed,and targeted suggestions to alleviate dependence on mobile short video APPs are proposed in sequence,intending to provide some effective help for college students who are suffering from media addiction.The research hypotheses are proposed by combing the literature of predecessors,and a parallel mediation model are designed,which takes personality traits as independent variables and motivations and social support levels as mediation variables.Combining previous corresponding researches and scale designs,the questionnaires are designed,and the snowball and quota sampling methods are used to conduct the questionnaire survey,with a consequence of 445 valid questionnaires collected.Based on the reliability and validity test and factor analysis of the data through spss23.0,the results of correlation analysis and regression analysis of various variables demonstrate that neurotic personality,extrovert personality,self-expression and social identity motivation,stress relief motivation,entertainment motivation,information acquisition motivation,and the total scores of the motivations all have a significant positive impact on college students’ dependence on mobile short video APPs.The average value of interpersonal relationship maintenance motivation is pretty high,but it has nothing to do with the degree of dependence on mobile short video APPs;At the meantime,the average value of self-expression and social identity motivation is low,but it has a great influence on the degree of dependence on mobile short video APPs.The agreeableness personality,subjective support,objective support and the total scores of social supports significantly negatively affect college students’ mobile short video APPs dependence.By comparing with other mobile social media,it is found that with the continuous evolution of media,self-expression and social identity motivation and information acquisition motivation have an increasing influence on media dependence,passive acceptance is the main reason why mobile short video APPs rely on information acquisition motivation.A one-way analysis of variance on demographic characteristics and the basic use of mobile short video APPs were both conducted.Through the tests,it is found that the differences of degrees of dependence of college students with different factors such as gender,grade,educational level,major,student source,monthly disposable income,etc.are not significant,but significant in terms of factors like contact history,average daily use time,frequency of use,which are basically positively correlated.Through the SPSS plug-in package,process V3.5,to make regression tests of the mediation model proposed,it is found that social support has a complete mediation role between conscientiousness personality and mobile short video APPs dependence.Use motivation and social support also play a role with complete mediation effect between openness personality and mobile short video APPs dependence,while they have incomplete mediation effects on personalities such as extroversion,neuroticism and Agreeableness.According to the results of this research,the dependence on mobile short video APPs can be prevented and alleviated in terms of clarifying the motivations of using those APPs,changing behavior construction,carrying out hardship inoculation,strengthening the guidance of negative emotions,cultivating healthy personality of college students and awakening individual cognition.