从马克思主义视角分析抖音短视频的广告植入现象

Analysis of advertising implants in Douyin short videos from the perspective of Marx theory

通过分析电商平台,在科技创新发展多元化的环境下,以抖音App为例,利用大数据系统分析、筛选、推送产品链接的植入来实现资本流通转换,达到企业盈利目的,而民众也会更多地利用创作才能制作创意短视频,从而直接激发文化市场的活力。从马克思辩证唯物主义中的矛盾分析法来解释这一现象的合理性和弊端的产生,同质化的信息输出会导致用户时间成本投入过多,甚至会导致群众主流价值观的偏移和倾斜,产生不健康的消费观念,破坏和谐稳定的市场氛围。

Through analyzing the electronic business platform,in the environment of technological innovation and diversification,taking Douyin App as an example,we can use the big data system to analyze,filter and push product link implantation to achieve capital conversion and achieve the purpose of corporate profits.And people will make more creative use of creative short videos,so as to directly stimulate the vitality of the cultural market.To explain the rationality and malpractice of this phenomenon from the dialectical existence of Marxist contradiction,homogeneous information output will lead to excessive time cost input of users,even lead to the deviation and inclination of the mainstream values of the masses,produce unhealthy consumption concepts,and destroy the harmonious and stable market atmosphere.