大学生“抖音热”现象的思考

Thinking on the phenomenon of “Dou-Yin fever” among college students

全媒体时代,热门的短视频平台——抖音借助强大的传播效应形成了"抖音热"现象,潜移默化地影响着大学生的价值取向、思想观念和行为方式。"抖音热"现象有着生理惯性、心理需求、技术效应和传播规律等生成动因,兼具技术、商品、文化和价值四重特征,虽然满足了大学生信息获取和多样化生活的需求,但容易对大学生造成思想深度弱化、激情消费、社交疏离、审美低俗等不利影响。移动短视频的传播方式,给高校网络育人工作带来了新思考和新启示。高校应遵循融媒体发展客观规律,从内容生产、价值引领、现实关怀和媒介融合等方面探寻引导路径,发挥抖音在大学生思想政治教育中的积极作用,并将其转化为工作优势。

In the omnimedia era,"Dou-Yin"( the App is known as "Tik Tok"overseas),with its powerful propagation effect,has imperceptibly influenced the value orientation,ideas,and behaviors of college students,which brings new thinking and new enligh tenment on the online education of colleges and universities. The formation of the college students’ "Dou-Yin fever",has fundamental motivations in physiology inertia,psychology demand,technical effect,and propagation rule. The phenomenon is the product of the combination of the four logics including technology,commodity,culture,and value. Although the phenomenon satisfies college students’ demand for information and diversified life,it might incur adverse effects including weakening the depth of thoughts of students,causing propensity on impulsive consumption,aggravating "anti-social"interactions,and vulgar aesthetics. Colleges and universities should proceed from the fundamental tasks of strengthening moral education and cultivating students by following the objective laws of the development of integrated media,and explore the guiding paths from the aspects of content production,value guidance,realistic care,and media integration. In this way,the "Dou-Yin"App can play an active role in the field of ideological and political education of college students,which should be turned into a working advantage and effectiveness.