抖音传播的特征、挑战及未来发展趋势探析

Analysis of the Characteristics,Challenges and Future Development Trends of Tik Tok

文章回顾了抖音自2016年上线以来的发展历程,分别对其蛰伏期、推广期和发展期的情况进行了系统梳理,并从传播学角度解构了抖音的特征,如抖音迎合了人们表达自我价值和快节奏、碎片化阅读的需求,具有草根原创内容、智能算法推送、即时演绎互动和本土化等传播特征;与此同时,抖音也面临着诸如监管度的把握,存在虚假有害内容、断章取义、伦理失范、推送同质化过多,造成网络成瘾、注意力退化、虚拟与现实交互失衡等问题。文章基于对抖音发展历程的梳理和对其现阶段发展的判断,探讨了抖音未来发展的趋势,为抖音在教育、文化、宣传等领域的应用提供理论依据。

The article reviews the development history of the Tik Tok,its launch in 2016,and systematically sorts out the conditions of its stagnation,promotion and development,and deconstructs the characteristics of Tik Tok from the perspective of communication,such as shaking to cater to people,the need to express self-worth and fast-paced,fragmented reading has the characteristics of grassroots original content,intelligent algorithm push,instant interpretation interaction and localization.At the same time,the Tik Tok is also faced with such a degree of supervision,and there is falsehood.Harmful content,out of context,ethical anomie,and too much homogenization of push,cause Internet addiction,degraded attention,and the imbalance between virtual and reality.Based on the combing of the development process of Tik Tok and its judgment on the development of the current stage,the article explores the future development of Tik Tok,and provides theoretical basis for the application of Tik Tok in education,culture and propaganda.