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 ...