Communication Mechanism and Characteristics of Short Videos

Literature Review
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April 23, 2023
1 Short Video Platforms and Communication Mechanisms
Short video platforms (SVP) have been one of the emerging platforms that online social networks use these days. Accordingly, this section delves deeper into the communication mechanisms and characteristics of short video platforms as social media, specifically focusing on the Kuaishou platform. Over the past few years, short video platforms have gained immense popularity, becoming a primary source of entertainment and information dissemination (Hu, 2018). These platforms allow users to create and share content, which often goes viral, making them highly influential in today's digital society and a priority medium for for-profit companies (Chen & Hao, 2020). Nonetheless, what is characterizes the success of these platforms is its characteristics that distinguishes it from other social and digital media accounts.
1 Characteristics of Short Video Platforms
Short video platforms possess several unique characteristics that set them apart from other forms of social media. The following section would discuss these characteristics in greater details.
1 Accessibility
First, SVPs are easy to use and require minimal technical expertise, making them accessible to many users, including those from rural areas (Wang, 2019). In one study done by Liu and Wang (2020), the authors noted that the proliferation of smartphones and affordable internet access has further contributed to the widespread adoption of these platforms similar to social media networks.
2 Interactivity
Additionally, short video platforms encourage user participation and interaction through features such as comments, likes, and shares (Xu, 2021). In fact, studies show that the degree of interactivity is higher for SVPs, due to its content and format, which fosters community and user engagement, creating a vibrant and dynamic content ecosystem (Yang, 2019).
3 Strong communication power
Third, SVP's visual and auditory nature allows for more effective communication, transcending linguistic and cultural barriers (Chen & Hao, 2020). This is what makes this medium as powerful tools for information dissemination and persuasion in a shorter span of time.
4 Authenticity
Finally, short video platforms often showcase user-generated content that is more relatable and authentic than content found on traditional media outlets (Xu, 2021). This authenticity particularly appeals to audiences increasingly seeking genuine connections and experiences in the digital age (Lin, 2020).
Now that the essential characteristics of SVPs have been outlined and discussed, the subsequent section would provide a short example based on Kuaishou and how its platform relates to the living space of the Chinese social media influencers and consumers.
2 Kuaishou and Its Appeal to Rural Audiences
Kuaishou, a prominent short video platform in China, stands out due to its focus on the grassroots level and its appeal to rural audiences (Zhang & Zhou, 2020). Unlike other platforms such as Douyin (TikTok), which are popular among urban users, Kuaishou emphasizes the daily life and experiences of rural users, providing them with a space to share their stories and interact with others (Li, 2021). This distinction in focus contributes to the unique position of Kuaishou in the short video platform landscape.
3 Communication Mechanisms of Short Video Platforms
Short video platforms utilize various communication mechanisms to facilitate information dissemination and user interaction. In line with this, Kuaishou’s communication mechanisms provide these various benefits and characteristics for its target audience.
5 Virality
Kuaishou is designed to promote content virality through features such as algorithmic recommendations, social sharing, and user engagement (Chen & Hao, 2020). This virality helps to amplify the reach and impact of content, particularly for rural users who may have limited access to traditional media channels (Hu, 2018).
6 User-generated Content
Short video platforms like Kuaishou rely on user-generated content, enabling users to take control of the narrative and share their perspectives on various topics (Xu, 2021). This democratization of content production allows for a more diverse and inclusive representation of experiences, particularly for marginalized groups such as rural users (Wang, 2019).
7 Real-time Interaction
Short video platforms facilitate real-time user interaction through features such as live streaming, comments, and direct messaging (Yang, 2019). In the case of Kuaishou, this real-time interaction allows users to engage with content creators, ask questions, and share feedback, fostering a sense of connection and community.
8 Multimedia Communication
Aside from the essential medium as aforementioned before, SVP platforms leverage multimedia communication, combining visual, auditory, and textual elements to create engaging and immersive content experiences (Chen & Hao, 2020). This multimedia communication enhances the effectiveness of information dissemination, making it particularly suited for the diverse and dynamic content landscape of short video platforms (Lin, 2020).
Overall, the literature review provides a comprehensive overview of short video platforms' communication mechanisms and characteristics, focusing on the Kuaishou platform and its appeal to rural audiences. These platforms have emerged as powerful tools for information dissemination and user engagement. They offer unique opportunities for rural users to share their stories, connect with others, and participate in the digital society. As short video platforms continue to evolve, it will be essential to understand their ongoing impact on rural development and social dynamics in China.
2 Social Media and Surveillance
The second chapter of the literature review discusses the regulatory systems of social media, their effects on content, and the role of various departments, platforms, and other stakeholders in the regulation process. The regulatory system of social media is a complex and evolving landscape that involves governments, platforms, users, and sometimes even third-party organizations (Gillespie, 2018).
4 Regulatory Systems and Approaches
Various studies have explored the different regulatory systems and approaches, such as self-regulation, co-regulation, and government regulation, and how they influence content production and dissemination (Trottier & Fuchs, 2014). These regulatory systems can be briefly described in the succeeding sections.
9 Self-...