新媒体环境下短视频治理的“把关人”角色研究

Research on short video governance in new media environment

互联网技术的发展催生新媒介的诞生,短视频集图文、音频、视频为一体,短、简、快的特点适应了受众碎片化信息需求。新媒体环境下短视频乱象问题频出,亟须严谨把关,传统“把关人”理论在信息互联、智媒化的今天发生了新变化。在新媒体环境下探究短视频中“把关人”角色定位是需要关注的问题。文章选择以新媒体环境下“把关人”理论在短视频中的应用为研究对象,通过考察其把关主体、把关标准和把关机制,探求新媒体时代短视频的把关活动。综合分析新媒体环境下短视频面对的治理困境以及应对策略。通过宏观、中观、微观角度探究短视频乱象的治理措施,以期促进短视频行业健康发展和在激烈竞争中赢得发展机会。

The development of Internet technology has given birth to new media.Short videos integrate text and text,audio and video into one.The features of short,short and fast meet the fragmented information needs of audiences.Under the environment of new media,it is urgent to strictly check the chaos of short video.The traditional gatekeeper theory has undergone new changes in today's information interconnection and intelligent media.How to explore the application of the theory of"gatekeeper"in short videos under the new media environment is the problem that this paper needs to pay attention to.Based on the theory of"Gatekeeper",this paper chooses the application of"Gatekeeper"theory in short video under the environment of new media as the research object,and the gatekeeper activities of short video in the new media era are explored by examining its gatekeeper subject,gatekeeper standard and gatekeeper mechanism.Comprehensive analysis of the short video under the new media environment facing governance difficulties and countermeasures.Through the macro,medium and micro angles to explore the short video chaos governance measures,in order to promote the short video industry healthy development and win the development opportunity in the fierce competition.