微光成炬·顺时而变:中国短视频发展十年考

Flickering into A Torch and Changing with the Times:A Decade Review of the Development of Short Video in China

近十年来,“微”传播成为媒介社会的主流传播方式,影像的内容、时长、制播规律、用户观看习惯等发生了深刻的改变,短视频应时而生。其众创扩散激活了个体创作力量,无数平凡的创作者以短视频的方式记录人间百态,推动中国短视频产业“造炬成阳”,逐渐形成燎原之势。在社会精神文化需求的推动下,短视频经历了内容创作模式的变迁,并在实践探索和多元共治中走向规范化发展。整体来看,短视频产业呈现出以下嬗变趋势:内容生态从泛娱乐转向垂类细分;用户定位从小众社区转向全民应用;产业格局从零和博弈转向共生繁荣;价值功能从媒介工具发展为舆论阵地;商业布局从内容深耕走向全产业链开发。在新阶段里,短视频产业发展应由商业价值导向转向文化价值导向,进一步释放用户规模势能与内容创新动能,彰显社会文化价值与网络传播优势,生产更多展示社会主义精神文明建设成果的优质短视频,更好地助力“文化强国”建设。

In the past ten years,“micro”communication has become a mainstream communication method in the media society.The content,duration,production and broadeasting rules of videos,and users viewing habits have undergone profound changes,and short videos have emerged in response to the times.Countless ordinary ecreators record all kinds of situations in the world in the form of short videos,pronoting China's short video industry to“flickering into a torch”,and gradually form a prairie fire.Driven by the spiritual and cultural needs of the society,short videohas undergone changes in the content creation mode,and is moving towards standardized development in the process of practical exploration and pluralistic co-governance.Overall,the short video industry shows the following ewolution trends;content ecology shifs from pan-entertainment to vertical segment;user positioning shifts from niche community to universal application;industrial structure shifts from zero-sum game to sy mbiotie prosperity;value function shifts from a media tool to a position of pub-lie opinion;business layout shifts from content deep cultivation to the development of the entire industry chain.In the new stage,the development of the short video industry should shift from commercial value orien-tation to cultural value orientation,further release the potential energy of user scale and content innovation momentum,highlight social cultural value and network communicat ion advantages,and produce more quality videos that showcase the achievements of socialist spiritual civilization construction.Short ideos can better help the construction of a“cultural power”.