A Study Of Self-presentation Strategies Of Knowledge-based Short Video Authors

In recent years,the new industry of "short video+ knowledge" has not only become a new growth point for various media platforms,but has also driven changes in knowledge boundaries,knowledge producers and knowledge dissemination modes to a certain extent.A number of influential knowledge experts have emerged from video platforms such as BiliBili(hereinafter referred to as B-site)and Douyin,and they have received widespread social attention and appreciation for their excellent knowledge reserves,rich experience and personalised knowledge expressions.In order to gain an in-depth understanding of the creation of knowledge-based short videos,this paper takes the Uploaders of the knowledge section of B-site as the research object,combines the research methods of in-depth interview method and content analysis method,and conducts a study on the selfpresentation strategies of knowledge-based UP masters based on Goffman’s self-presentation theory.The study found that,compared to the traditional media era,the selfpresentation behavior of knowledge-based Uploaders on the stage of short video shows a proactive posture and active display.Based on the stage change,in terms of front stage strategy,knowledge-based Uploaders build a mobile mock stage scene through technological means,using the personal front stage of "appearance" and "demeanour" to create a personalised front stage image;in terms of back stage strategy,knowledge-based Uploaders support their front stage performance with a variety of back stage identities and actively disclose their back stage privacy to meet the viewers’ prying eyes.In terms of backstage strategies,knowledge-based Uploaders support their frontstage performances with a variety of backstage identities,actively disclose their backstage privacy to satisfy the audience’s desire for voyeurism,and avoid the risk of revealing their privacy with strict backstage behaviour.In terms of creative motivation,knowledge-based Uploaders have gone through a process of initially using intrinsic needs such as interest and selfdocumentation as an opportunity to create,to later using external incentives such as gaining financial incentives and social capital as a continuous motivation.The self-centred intrinsic needs make Uploaders focus more on self-growth and thus adopt authentic self-presentation strategies,while the.fan-centred extrinsic inducements drive Uploaders to manage impressions and adopt idealised self-presentation strategies.Based on the account and content characteristics of knowledge-based Uploaders,this paper proposes corresponding improvement strategies.In terms of performance strategy,it is necessary to lightly modify one’s identity with symbols such as avatar,nickname and personal signature,as well as to personalise one’s positioning in terms of dressing,voice characteristics and body movements;in terms of content presentation strategy,it is necessary to present the content in a distinctive way according to the different types of content,with professional content focusing on skilful expression of knowledge and detailed explanation at a later stage,and opinion content focusing on the use of authoritative The content is presented in a distinctive way according to the type of content.In terms of audience interaction strategies,knowledge-based Uploaders can correct errors in the content through interaction in the comments section,rigorously perform science,or isolate the audience and stimulate their curiosity with impromptu companionship.