亚文化风格视角下的短视频的内容生产——以秒拍、快手为例

Production of Short Video Content from the Perspective of Sub-Cultural Style——Taking Entertainment Short Video as an Example

随着移动互联网的深入普及,短视频已经成为新一轮的资本角逐的市场和社交传播新平台。2017年上半年,短视频骤然成为新的风口,互联网巨头纷纷涌入短视频领域布局。在短视频热潮背景下,本研究选取用户渗透率最高的两个短视频平台——秒拍、快手作为案例,从定性、定量相结合的角度出发,运用内容分析、个案分析以及深度访谈相结合的研究方法,借助亚文化风格的理论视角对其中的内容生产进行观察和分析,解析短视频的内容生产模式以及传播特点。本研究发现短视频作为青年群体表达自己、关注社会的新方式,以其特有的风格成为亚文化实践的典型代表。其中甚至有不满于既定僵化的社会文化形态,以规则越轨和文化偏离的方式对主流文化进行批判,以此推动整个社会文化进行扩散传播的现象。此外,本研究发现"短视频"作为新兴电子媒介的出现,使得"后台"的私人领域与"前台"的公共空间产生冲突和争夺,出现私人领域"前台化"的传播形态。

With the deepening popularity of mobile Internet, short video has become one of the important ways of launching content and social media platforms. In the first half of 2017, short video suddenly be- came the new outlet, the Internet giants have begun layout in the short video field. In the context of short video boom, taking two short video platforms with the highest user penetration rates--Second Beats, Fast Hand as cases, this study combined qualitative analysis with quantitative analysis. By employing such methods as content analysis, case analysis and depth interview, it observed and analyzed the content pro- duction from the theoretical perspective of sub-cultural style and explained the content production patterns and communication characteristics of short video. This study has tound that short video, with its unique style, has become a typical representative of sub-cultural practice, being a new way tot the youth to express themselves and show concern about the society. Some of them are even dissatisfied with the estab- lished rigid social and cultural patterns. They criticize the mainstream culture in a way that deviates from the rules and the culture in order to promote the spread of the entire social culture. In addition, it has also been found that the emergence of ＂short video＂ as a new electronic medium has led to the clash and competition between the ＂backstage＂ of the private domain and the public space of the ＂foreground＂, the boundary between the two being no longer clear and the private domain becoming ＂foreground＂.