| With the vigorous development of online short videos,some short videos can quickly become popular on online platforms,attracting a large number of netizens to watch,like,comment,forward,and even imitate,with widespread impact.The frequent occurrence of this ’short video carnivalesque’ phenomenon indicates that it has become a cultural phenomenon in today’s society,involving many aspects of people’s cultural life,consumption behavior,and social and cultural concepts.However,the actual effect of short video revelry is twofold.If well used,it can play an important role in public opinion control,supervision and guidance,and the transmission of socialist core values.However,if the lack of effective management,short video carnival chaos may appear,resulting in negative effects.Therefore,an in-depth study of the motivation and behavior of users participating in short video carnival,whether from the perspective of social values guidance or chaos governance,has important guiding value and practical application significance.Against this background,the purpose of this study is to explore the internal motivation that affects ’short video carnivalesque’ participation behavior,and further analyze and verify the impact of user motivation on different dimensions of participation behavior,as well as differences in user participation behavior based on demographic factors.Therefore,this article is based on the relevant research of carnivalesque theory,motivation theory,and participation behavior;Validate relevant research hypotheses through empirical research,and construct a "behavioral motivation model for users to participate in ’short video carnivalesque’";The method of quantitative analysis is used to try to provide scientific and powerful support for the academic research on short video carnival,and provide effective reference for the application practice.This study adopts a combined method of in-depth interviews and literature research to extract the user participation behavior and motivation of ’short video carnivalesque’.The motivation for participation is divided into seven aspects: leisure and entertainment,self-expression,information acquisition,social interaction,selfrealization,relieving stress,and social impact.The participation behavior is divided into four dimensions: onlooking,expression,communication,and imitation participation.Proposed research hypotheses and constructed a "behavioral motivation model for users to participate in ’short video carnivalesque’.".A series of statistical analyses were conducted on 468 valid questionnaires using SPSS24.0 and AMOS24.0 to validate hypotheses and fit the model.The research results show that the seven types of participation motivations of users have an impact on the four types of participation behaviors of users to varying degrees.However,in the dimension of "onlooker participation",the motivation of "self expression" and "self realization" has no significant impact on onlooker participation behavior;In the dimension of "expression participation",the motivation of "information acquisition" has no significant impact on "expression participation".Based on the above research results,this study enriches and develops the user behavior research of short video carnival,contributes to the theoretical model,and provides suggestions for the governance of short video carnival chaos and the positive guidance of mainstream media on the basis of this. |
