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Since the COVID-19 outbreak, people have been spending more time in the online world because of restrictions on face-to-face communication due to epidemic prevention controls. This has also brought the issue of Internet addiction, including the overuse and negative effects of short videos, to the forefront of attention. Past research has found that Internet addiction has a negative impact on well-being. However, there is a special concept of positive emotion called “serendipity” (小确幸). Serendipity provides a small, fleeting but positive experience, yet it is often associated with negative perceptions from an outside perspective. However, the relationship between short video addiction and serendipity is not yet known. Based on this, a theoretical model was developed in the context of the I-PACE model. To understand the relationship between short video addiction and serendipity among college students, in this study, we conducted snowball sampling and distributed online questionnaires using the Wenjuanxing platform. The target population of the questionnaire distribution was vocational college students in China, of whom 985 valid study participants responded, yielding a valid return rate of 82.1%. Of the respondents, 410 (41.6%) were male and 575 (58.4%) were female. The results were as follows: a. short video flow had a positive relationship with serendipity, a negative relationship with achievement motivation, and a positive effect on short video addiction; b. short video addiction had a positive effect on serendipity and a negative effect on achievement motivation; and c. serendipity had a negative impact on achievement motivation. This shows that short video addiction, like other Internet addictions, can have a negative impact on students’ learning.

The extant literature has accumulated enormous knowledge on personality prediction from digital records on social networking sites (e.g., photo selfies). However, little is known about how short video selfies reflect their owner’s personality and how people judge others’ personalities from short video selfies. Taking short video selfies is very popular today; many people are willing to share their short video selfies with others. Based on the lens model theory, it is expected that one’s personality is associated with short video selfies. By analyzing 177 Chinese TikTok (Douyin in China) users’ short video selfies and their Big Five personalities, it showed that specific cues in short video selfies related to agreeableness, conscientiousness, neuroticism, and openness. But only extraversion could be predicted by short video selfies accurately. This study is the first to reveal personality-related cues in short video selfies and has practical implications for both short video platforms and their users.

Rural revitalization must be achieved for national rejuvenation. At present, most of the research literature focuses on rural revitalization strategies, "three rural" work, industrial prosperity, and urban and rural development. The author found that with the rapid development of the Internet economy, the Internet has provided another revitalization path for rural revitalization. However, the Internet is a double-edged sword for rural revitalization. After literature research and field surveys, the author found that the organic integration of the new model of "short video" digital agricultural assistance with modern rural areas requires strengthening digital infrastructure and revitalizing rural areas. Multi-channels such as cultural space, improving media literacy, and cultivating the main body of rural revitalization stimulate the internal driving force of rural revitalization.

Music marketing is a way for companies to use the characteristics of music art to enhance communication and exchange with consumers, to better meet their needs, to better integrate music with the company's brand image and products, and then to maximize the benefits of business activities under the marketing strategy of music. Through an in-depth analysis of the specific role of "Wave Trilogy" in the branding of B station, this paper summarizes the various reasons for the success of "Wave Trilogy" and puts forward three suggestions and recommendations for short video platforms: music video promotion should focus on authenticity; music content should be healthy and give people beauty; appropriate advertising music should be chosen for target consumers.

With the booming development of modern self-media, short videos on the Internet have gradually replaced traditional book learning as an important channel for them to receive knowledge and information in fragmented time, and this change in the form of learning also has a certain impact on teaching Chinese as a foreign language and culture. In order to improve the teaching effect of Chinese as a foreign language and culture through the use of short videos, this paper first discusses the viability of using short videos in the process of practical teaching. It then discusses and provides the principles of short video screening in the process of practical teaching, and finally organically combines short videos with teaching Chinese as a foreign language and culture.

New media art, as an emerging form of art, has an effect on art and media. People now see the new media art, especially Internet art, as a trade or subject in college, which means both the artist and audience fell into a pattern of the regular basis of net art. People also do not see the impact it has on society or their daily lives. This paper tends to analyze the influence of net art in society, media, and forms of art and how it affects people's minds and aesthetics. In addition, this paper will also find out the future of net art and how it should spread all over the world with the help of artists and the World Wide Web. By analyzing and researching the former articles. The paper uses indirect approaches to search out the connection between networks and social apps. Taking Tiktok as an example, the paper tries to illustrate the widespread of the art nowadays and how the network can help society and have a brother future. Eventually, people will see that network art does influence people's aesthetics in an imperceptible way and has an impact on their real life. Despite the problems such as the lack of supervision, all the serious copy issues or the differences In aesthetic level in the audience. As long as the artist keeps working on it and strikes a balance between art and media, the future of net art will be promising as people expect.

In recent years, a variety of emerging online media, such as TikTok, Kuaishou, YouTube and other short video application platforms, have appeared. The problem of short video addiction has become an issue to education experts and the general public, as students’ excessive use of short video has become increasingly serious with many hidden concerns to the students’ learning effectiveness. In addition, to meet the growing demand for innovative design talents worldwide, the Taiwan government has been committed to promoting policies related to the cultivation of innovative and creative talents nowadays, particularly for innovative design profession students who often use the Internet and short videos for learning. Therefore, the study aims to use questionnaires to understand the habits and addiction of the innovative design profession students in using short videos, and to further investigate the relation of short video addiction to the students’ creative self-efficacy (CSE) and career interests. A total of 561 valid questionnaires were collected after eliminating invalid questionnaires and reliability analysis. Structural equation modeling and model validation were conducted afterwards. The results showed that short video addiction had a negative effect on CSE; CSE had a positive effect on career interests; and CSE had an indirect effect between short video addiction and career interests.

The media images shaped by female sports stars are inextricably linked to the attention of their audiences. However, what kind of compound paths influencing factors have followed to promote their “popularity” remains a key research issue in journalism and communication research. According to this study, female sports stars carry symbolic capital with symbolic meaning, and multiple influencing factors work together in the construction of their media images. After a qualitative comparative analysis of the fussy sets of short video communication content, this study argues that the explanatory variables, such as “material image”, “aesthetic image”, “production threshold”, “scene adaptation” and “emotional evocation” of female sports stars exert a significant impact on the result that “female sports stars are highly popular” and constitute key factors for the “popularity” of female sports stars.

En una sociedad marcada por la cuestión digital y la pandemia mundial por COVID-19, los museos han experimentado la necesidad de incorporarse a nuevas plataformas sociales, donde se encuentran los públicos más jóvenes. El contexto ha propiciado una intensificación del uso de estos canales, así como una reconfiguración de las estrategias comunicativas en el entorno digital por parte de los museos. El objetivo de esta investigación es analizar cómo el Museo Nacional del Prado usa la plataforma TikTok dentro de su estrategia de marca y estudiar su producción de short video content, formato característico de esta red social. Para ello, se aborda un estudio de caso en el que se desarrollan una entrevista estructurada con personal del área de comunicación y redes sociales del museo, así como un análisis de contenido para el que se elabora una ficha ad hoc. Los resultados muestran que la estructura narrativa y el lenguaje utilizado se adecúan siempre al público y a la plataforma desde el rigor y el respeto, usando un registro informal con el objetivo de transmitir conocimiento sin dejar de conectar de forma más eficiente con el patrón de consumo de la red social. In a society marked by the digital issue and the global pandemic by COVID-19, museums have experienced the need to join new social platforms where the youngest audiences are. This context has led to an intensification of the use of these channels, as well as a reconfiguration of communication strategies in the digital environment by museums. This research analyses how the Museo Nacional del Prado uses the TokTok platform within its brand strategy and studies its production of short video content, a characteristic format of this social network. To this end, a case study was conducted in which a structured interview with personnel from the museum’s communication and social networks area was preformed, as well as a content analysis for which an ad hoc analytical guide was prepared. The results show that the narrative structure and the language used are always adapted to the public and the platform with rigour and respect, using an informal register with the aim of transmitting knowledge while still connecting more efficiently with the consumption pattern of the social network.

It is believed that stimulating the inspiration of short video consumers might be an effective way to attract and maintain the attention of consumers so that they are willing to respond positively to short video ads. Therefore, in order to explore the source of customer inspiration in short video and its cognitive psychological process, the text and grid data collected from an interview among 25 short video users have been qualitatively analyzed by Kelly Grid Technology in order to construct the formation path model of short video customer inspiration, and find out its source, triggering mechanism, and influencing factors. It is found that the inspiring informational content characteristics include richness, reliability, vividness, and fluency of emotional content characteristics, fun, novelty, and narrative. However, the characteristics of commercial content in short video ads hinder the inspiration of consumers. The study also reveals that an internal mechanism of inspiration stimulation is built on some cognitive processes (i.e., presence, processing fluency, perceived innovation, perceived convenience) generated by informational content, and emotional responses by emotional content (i.e., curiosity, surprise, enjoyment, etc.). In addition, it is shown that personal involvement enhances the relationship between the inspiring content characteristics and consumer inspiration. As a result, customer inspiration and engagement in short video ads are highly enriched. Findings provide implications for short video platforms and online marketers.

The city image is an important manifestation of the city's strength. In the past, cities used to create and disseminate the city image through TV, radio and other media to release city propaganda films and advertisements. Nowadays, with the popularity of the Internet, traditional media has gradually been neglected by people. Most people prefer to obtain information through the network platform for entertainment and communication. The short video, which is rich in content, interactive and close to people's lives, has quickly attracted a large number of viewers. In this case, cities should also enter the short video platform, which brings new opportunities to the city image communication, and plays an effective role in driving urban tourism and promoting overseas communication. This paper will take Tiktok APP as an example to explore the effective application of short video in promoting the spread of city image.

With the continuous development of new media platforms in recent years, short-video advertising has gradually become the mainstream form of advertising communication by virtue of its advantages of simple production, accurate audience and significant market driving. However, in order to win a place, some brands have created a breaking circle effect by openly using various means that take advantage of the loopholes of polices to carry out vulgar and malicious marketing. This not only backfires on the brand image, but also challenges the public bottom line and social ethics. Taking the advertisements of Yihetang and Rolls-Royce in 2021 as examples, this paper aims to explore the communication errors in today's short video advertisements, and provide a valuable reference for how to make more competitive short video advertisements.

In this paper, we propose a digital twin (DT)-assisted resource demand prediction scheme to enhance prediction accuracy for multicast short video streaming. Particularly, we construct user DTs (UDTs) for collecting real-time user status, including channel condition, location, watching duration, and preference. A reinforcement learning-empowered K-means++ algorithm is developed to cluster users based on the collected user status in UDTs, which can effectively employ the mined users' intrinsic correlation to improve the accuracy of user clustering. We then analyze users' video watching duration and preferences in each multicast group to obtain the swiping probability distribution and recommended videos, respectively. The obtained information is utilized to predict radio and computing resource demand of each multicast group. Initial results demonstrate that the proposed scheme can effectively abstract multicast groups' swiping probability distributions for accurate resource demand prediction., 2 pages, 3 figures

With the gradual maturity of artificial intelligence (AI) technology, it is urgent to change and innovate the traditional media communication paradigm. Current research and application areas include language processing, image recognition, AI systems, intelligent video technology, and text recognition. With the rapid development of artificial intelligence technology, it is used in all walks of life in society. All sectors of society have also set off the exploration and application of artificial intelligence. In the field of news communication, artificial intelligence technology brings opportunities and challenges to the news industry in publishing news content forms and organizations. Exploring the new development trends and countermeasures of the news industry in the era of artificial intelligence has become a key topic for the news communication industry and academia. With the support of the huge communication network, the information transmission of short video news is more abundant. While people obtain information, it can also enhance the interactivity of the news. In a fast-paced society, short video news is undoubtedly closer to life. However, due to some reasons, human factors lead to incomplete access to information. In this paper, an intelligent neural network is proposed to be applied to an intelligent robot or intelligent system so that it can better obtain information to edit short video news and disseminate it, and compare it with the existing such machines or systems on the market today. This paper analyzes the development of short video news dissemination based on artificial intelligence and proposes improvement strategies based on specific examples.

From September 28 to October 2, 2009, the traditional spinning, dyeing and embroidery skills of Li nationality were selected into the list of intangible cultural heritage in urgent need of protection. However, the traditional spinning, dyeing, weaving and embroidery skills of the Li nationality have few successors, and they are in urgent need of innovation and development. In recent years, as an emerging media, short video has been popular in fast-paced life, and China has entered the era of short video. This paper focuses on short video media, explores and summarizes the development mode and specific path of Li nationality's traditional spinning, dyeing, weaving and embroidery skills in the short video era. The research results can provide a new reference for the digital dissemination of intangible cultural heritage.

PurposeThere are two major strategies for short video advertising which are KOL (key opinion leader) endorsement and in-feed advertising. The authors aim to research the effectiveness of these two strategies for heterogeneous sellers.Design/methodology/approachThe study employed a data set of users from Douyin. Using an endogenous treatment model, the study empirically examines the two strategies' effectiveness in attracting product traffic for online retailors at a short video app Douyin (TikTok).FindingsThe results show that the performance of in-feed advertising is higher when the seller's product is of lower price and when the seller has smaller cumulative video exposure. In addition, KOL endorsement is effective regardless of the product price, but performs better when the seller has larger cumulative video exposure.Originality/valueTo the best of the authors’ knowledge, this study is one of the first to explore the interaction effects of two major advertising strategies, KOL endorsement and in-feed advertising on short video platforms. The findings provide important theoretical contributions and practical implications.

The current short video platform is growing rapidly and enjoyable to the public, attracting us to focus on the development process and advantageous impact of the Internet economy. We will collect data on the number of users and profits of short video platforms in recent years, as well as the losses brought to the real economy, to further analyze the relationship between the Internet economy and the real economy. In general, the Internet economy and the real economy have their own advantages and disadvantages, and currently appear to be incompatible with each other in terms of impact patterns. However, the internet economy and the real economy are inseparable and complementary, and in the future we will study and promote their joint development to achieve a win-win situation.

The millennial generation is highly linked to modern media, has unfettered access to the Internet to gather vital information and enjoys online shopping. Generation Y consumes information to fulfil the fundamental needs of commodities. An effective short-video advertising strategy should optimize the capabilities of online platforms to guarantee that consumers will see the adverts as relevant, significant, and valuable when they view them. The purpose of this study was to establish a model to assist marketers, advertisers, and short-video platform operators in creating more effective short-video commercials to influence the online buy intentions of varied Chinese consumers. It is suggested that understanding the link between bandwagon indicators, such as popularity rankings, in-app purchase sales volume, and advertising is essential for making the best marketing decisions. In addition, bandwagon perception is important for boosting the perceived advertising value and buying intent through mediating advertising value.

As the development of my country’s mobile Internet continues to advance in depth, its related industries have also continued to rise and especially, the short video industry has ushered in a period of rapid development. In the past, the research on short videos mostly started from the perspectives of communication, sociology, culture, etc., mainly based on the discussion of the content and communication characteristics of Douyin short videos and analyzed the origins behind its rapid development. The relevant research on moral education in colleges and universities is relatively weak. Based on the relevant sample data collected from questionnaires and interviews, this paper focuses on analyzing the impact of short videos on moral education in colleges and universities from the perspective of pedagogy. The rapid popularization and wide application of short video applications have had a huge impact on the study habits and living habits of college students. College students’ moral education educators must make good use of the short video application as a carrier, create new ideas for work, and enhance the attractiveness and influence of moral education work.

The short video market in the internet economy era is moving towards the age of national realization. It is a unique market area that intersects with various industries simultaneously. It is a new information dissemination carrier and trend to solve the needs of the fragmented online entertainment environment in the new digital economy era. This article combines the development trend of short video platforms and the growth process of TikTok, an in-depth analysis of TikTok's business model and its marketing strategy based on SWOT. It finds that TikTok has the advantages of a robust, intelligent algorithm, interest e-commerce expansion of consumer coverage, mature advertising interactive marketing system, live broadcast rewards to accelerate traffic realization, etc. This paper provides ideas for solving problems and future development suggestions from the aspects of intelligent algorithm mechanisms, innovative forms of advertising, functional diversification, and review requirements control. In the face of the rapid development of the short video industry in the era of the internet economy, TikTok should maintain its competitive advantage. At the same time, take corresponding solutions to problems in marketing strategies to maintain a leading position in the industry competition pattern.

The popularity of TikTok has sparked short video studies in global academia. Whereas in China, the market for short video platforms is already matured, which has seen numerous research publications. However, an overall review of short video research is still absent. Using the methods of science mapping and thematic analysis, we summarized the research and review articles from Web of Science Core Collection and CNKI (CSSCI and CSCD) from the past two decades. The main findings are: 1) There are four main stages in the development of short video studies and each of them is tightly related to the market growth; 2) Four main perspectives (media, economic, cultural and discursive) of short video studies with 12 clusters of core issues have emerged, and the visibility that short videos bring to ordinary people is the fundamental viewpoint of many studies; 3) Currently, the short video studies are going broader and deeper, attracting scholars from different academic backgrounds, and multiple methods are applied in the studies; 4) The papers from WoS and CNKI share some similarities but show more differences in the research issues, subjects and methods. We pointed out the limitations of present studies and possibilities of future research.

Short videos are popular information carriers on the Internet, and detecting events from them can well benefit widespread applications, e.g., video browsing, management, retrieval and recommendation. Existing video analysis methods always require decoding all frames of videos in advance, which is very costly in time and computation power. These short videos are often untrimmed, noisy and even incomplete, adding much difficulty to event analysis. Unlike previous works focusing on actions, we target short video event detection and propose Recurrent Compressed Convolutional Networks (RCCN) for discovering the underlying event patterns within short videos possibly including a large proportion of non-event videos. Instead of using the whole videos, RCCN performs representation learning at much lower cost within the compressed domain where the encoded motion information reflecting the spatial relations among frames can be easily obtained to capture dynamic tendency of event videos. This alleviates the information incompleteness problem that frequently emerges in user-generated short videos. In particular, RCCN leverages convolutional networks as the backbone and the Long Short-Term Memory components to model the variable-range temporal dependency among untrimmed video frames. RCCN not only learns the common representation shared by the short videos of the same event, but also obtains the discriminative ability to detect dissimilar videos. We benchmark the model performance on a set of short videos generated from publicly available event detection database YLIMED, and compare RCCN with several baselines and state-of-the-art alternatives. Empirical studies have verified the preferable performance of RCCN.

With the continuous development of new media technology in current society, most Internet users gradually move from PC to cell phones, and convenient and fast short videos become their primary source of information. Short videos, which are easy to operate, have become their primary choice. At the same time, the aging problem in Chinese society has been intensifying, and the elderly have gradually reached the Internet to meet their psychological needs and social interactions. In this paper, the author studies the relationship between aging groups and short videos, analyses the current situation, motivation and impact through interviews and case studies, and proposes measures to promote older people's better integration into online society. The result shows that for the current situation, the number of elderly users has increased significantly, preferring practicality and entertainment, and older people watch short videos for a more extended period and like to share them with others. The elderly market is enormous, and TikTok shopping has become a new battlefield. The Motivations for older People's Use of TikTok include Curiosity, the diversity of content on TikTok, and the desire to connect with society. The impact of TikTok on older people includes new tools for participation in society, new ways to maintain social circles, and new ideas for older people to communicate with family members.

From the perspective of cultural geography, this paper analyzes the geo cultural rhetoric of female sports star Gu Ailing in the process of self constructing the image of "local people" during the Beijing Winter Olympic Games, and points out that the foundation and focus of shaping the localized media image are all around the creation of "local sense", and independently cater to the media gaze from the four aspects of dynamic language, behavior, static external and identity, At the same time of highlighting the love land complex, the space ballet highlights the cultural elements of Beijing, making the Sino American cross cultural attributes contained in its image blend with each other, and writing a multi identity interlaced and close self-construction way.

Short videos are increasingly being consumed by college students as crucial content in the age of big data since they are a perfect fit for this medium. Therefore, college students should place a high value on the utilization of short movies. In this study, a neural network is utilized to create a mental health prediction model for college students. The neural network is trained using its self-learning capability to map out the relationships between different elements and mental health. The enhanced algorithm minimizes the production of candidate item sets to some amount, as well as the algorithm’s time and space requirements, significantly decreasing the initialization time of the transaction set. According to the research, the test sample’s pattern recognition accuracy was 81.29%, whereas the training sample’s accuracy for pattern recognition was 83.37%. The analysis’s finding is that the enhanced mining algorithm offers a fresh approach to educating college students about their health.

Short videos have become the most-liked medium for Chinese consumers to learn about a brand’s products or services. This paper assesses how short video storytelling shapes Chinese consumers’ perceptions towards blockchain-credentialed Australian beef and their willingness to pay (WTP). A controlled experiment with a one-minute short video was implemented in an online survey. Respondents in the treatment group watched the video before filling out the survey, whereas respondents in the control group did not. The paper analyses and compares the empirical results from local (n = 76) and foreign (n = 27) consumers. Results illustrate that the short video, as part of our food communications, positively shapes consumer perception towards meat quality, labelling and traceability trust of Australian beef but has only slight or even negative effects on WTP. This could be due to the short video offering consumers a sense of supply chain visibility but not delivering the right messages to meet their expectation of blockchain credentials. Furthermore, short video storytelling effects vary among consumers with different socio-economic characteristics. Our results posit that short video storytelling can be a useful tool in communicating blockchain-credentialed food products but require the design of a tailor-made storytelling experience for diverse consumers.

PurposeThe discontinuous usage behavior of short video social media presents an ongoing challenge to platform development. The purpose of this study is to investigate the antecedents of intentions to short media discontinuous usage.Design/methodology/approachThis study adopts a Cognition–Affection–Conation (CAC) framework to analyze short video social media discontinuous intention on the basis of cognitive dissonance theory (CDT) and self-efficacy theory. The empirical evaluation of the research model was conducted using SmartPLS 2.0 and was based on questionnaire data obtained from participants in China.FindingsThe results show information overload and user addiction have a significant positive association with cognitive dissonance, which is, in turn, found to significantly impact discontinuous usage intention. Self-efficacy moderates the relationships between information overload, user addiction, cognitive dissonance and discontinuous usage.Originality/valueThis study contributes to the understanding of the factors that influence short video discontinuous usage intention and it achieves this by engaging from a CDT perspective and by applying Self-Efficacy Theory. Theoretical implications for future short video platform research, as well as practical suggestions for short video platform operators and users, are also discussed.

With the emergence of short videos as a new form of media, there has been a surge in the production of short video content by users on various platforms. The popularity of short videos stems from their ability to meet users' needs for diversified and fragmented content consumption. However, the abundance and complexity of short video data create challenges for video recommendation. Short videos contain rich multimodal information in both temporal and spatial dimensions. This feature makes users interested in videos in various forms: interested in the content of a particular shot of a video, interested in the storyline described in a video, interested in the music associated with a video, etc. Existing video recommendation systems only consider a single type of recommended content, and directly recommend videos to users as a whole, which does not meet the deeper needs of users. Short video contains different semantic content, and the results and methods of short video recommendation should not be limited to the overall video recommendation only. In this paper, we take advantage of the consistency of multi-view features for multimedia content understanding to obtain an eigenstable representation from the characteristics of short videos themselves. From the existing studies, video recommendation mainly focuses on the content or metadata of a single modality in the video, but ignores the multimodality of video content and the multi-perspective nature of recommendation strategies. In this paper, we take the advantage of the consistency of multi-modal features for multimedia content understanding to obtain an eigenstable representation, and extract the content of multiple modalities from the video for more comprehensive video content analysis, and fuse the information of each modality to realize a multi-perspective video recommendation method.

With the widespread popularity of user-generated short videos, it becomes increasingly challenging for content creators to promote their content to potential viewers. Automatically generating appealing titles and covers for short videos can help grab viewers' attention. Existing studies on video captioning mostly focus on generating factual descriptions of actions, which do not conform to video titles intended for catching viewer attention. Furthermore, research for cover selection based on multimodal information is sparse. These problems motivate the need for tailored methods to specifically support the joint task of short video title generation and cover selection (TG-CS) as well as the demand for creating corresponding datasets to support the studies. In this paper, we first collect and present a real-world dataset named Short Video Title Generation (SVTG) that contains videos with appealing titles and covers. We then propose a Title generation and Cover selection with attention Refinement (TCR) method for TG-CS. The refinement procedure progressively selects high-quality samples and highly relevant frames and text tokens within each sample to refine model training. Extensive experiments show that our TCR method is superior to various existing video captioning methods in generating titles and is able to select better covers for noisy real-world short videos., Accepted by PAKDD23