Analysis Of The Impact Of Vlog On The Material Values Of Youth

Video blogs are also known as Vlogs(Video Blog),and those who shoot such videos are called Vloggers(Vlog video bloggers).These videos mainly record the daily life of the publishers,with topics including food,travels,life sharing,book sharing and so on.This study focuses on the cultivation theory and introduces the perspective of parasocial relationships to investigate whether the viewing behavior of vlogs affects the Material Values and well-being of audiences.And this study also aims to find out whether parasocial relationships act as mediating variables,as well as whether differences in audiences’ gender and education affect the variables in this study.In order to study the above questions,this study adopts survey of quantitative research,which is distributed to video blog viewers in the age range of 14-35 years old,and scales are used for the overall study.The sampling method is snowball sampling,this questionnaire is distributed to Vlogger’s fan base for dissemination,and finally the data is further processed and analyzed using software such as SPSS 25 and Amos 24.From the data of the study,in terms of the cultivation effect test,the intensity of audience video blog use is positively correlated with their materialistic values;among moderate and heavy users,the intensity of audience video blog use is positively correlated with the negative emotions of Affect Balance;parasocial relationships is full mediation in the cultivation effect of audience video blog use intensity on their materialistic values.The main motivation for youth to watch Vlog video blogs is leisure and entertainment;while in aspect of variance,in terms of materialistic values,the degree of materialism differs significantly among viewers with different motivations;Vlog viewers who watch for learning and social purposes are less materialistic,less likely to relate to Vloggers and have a lower degree of need for material things;in terms of well-being,viewers’ levels of life satisfaction and affect balance differed significantly by education,with higher education levels associated with greater well-being;in terms of prosocial relationships,viewers of different ages and motivations had different levels of parasocial relationships,with 24-30 year olds having lower levels of parasocial relationships;and viewers with explicit learning purposes were less likely to Vloggers are less likely to develop emotions and attachments to Vloggers.