短视频:自我迷失、负向效应治理与多重堕距弥合

Short Video:Self-Loss,Negative Effect Governance,and Multiple Lags Bridging

短视频作为新生代媒介形态,日益成为公众娱乐休闲、社交沟通和意见表达的工具,已经成为现象级的互联网应用。短视频在给用户带来正面积极效应的同时,以猎奇信息、直播打赏、低俗剧情、“算法投喂”等全方位“按摩”,让用户掉入温柔的陷阱和自我迷失的深渊。科技发展推动媒介技术不断迭代,与之相匹配的适应性文化建立存在滞后迟延,使得短视频乱象治理面临多重堕距。综合运用“媒介即按摩”与文化堕距理论,从整体性与系统性出发,分析当前短视频“媒介按摩”的表征及负向效应,在此基础上深入探究当前短视频乱象治理显露出的多重堕距,并试图提出有针对性的弥合之策。消解短视频“媒介按摩”产生的负向效应及弥合短视频治理中存在的多重堕距,需要政府、平台、媒体、民众等多方参与,完善法律法规,建立长效化治理机制;利用智能技术高效溯源,对短视频乱象进行全方位监管和精准治理;平台增强责任担当,挖掘公共服务功能,兼顾社会效益的同时探寻行业良性发展之道;主流媒体利用“媒介按摩”正向效应,增强主流价值观引导。

Short videos,as a new-generation media form,have increasingly become prominent tools for public entertainment,leisure,social communication,and opinion expression,emerging as a phenomenal internet application.As of the end of 2023,the number of online video users in China has reached 1.067 billion.The short video industry is surging.While bringing positive effects to users,it entraps users in subtle traps and the abyss of self-loss through all-round“massages”such as novelty-seeking information,live-streaming rewards,vulgar plots,and“algorithm feeding”,which has drawn more social attention.Understanding the mechanisms behind short video addiction and the causes of the chaos is conducive to exploring effective countermeasures for the governance of short video chaos.Based on the review of existing literature,this study comprehensively applies the theories of“Media as Massage”and cultural lag.Proceeding from the perspective of integrity and systematicness,it analyzes the manifestations and negative effects of the current“media massage”of short videos.On this basis,it delves deeply into the multiple lags revealed in the current governance of short video chaos and attempts to propose targeted bridging strategies.The study reveals that short videos make the public deeply trapped through means such as the feedback mechanism of the dopamine loop,unknown surprises,extremely short feedback cycles,simple operation,and immersive experience,thereby bringing about negative effects such as life hollowness,stagnation of social thinking,loss of values,and the emergence of adverse social trends.Despite the state’s implementation of various methods,the advancement of technology promotes the continuous iteration of media technology,while the establishment of matching adaptive culture lags behind,resulting in multiple lags in the governance of short video chaos.Through further in-depth analysis of the causes of multiple lags in short video governance,this study contends that to dissolve the negative effects produced by the“media massage”of short videos and bridge the multiple lags in short video governance,it requires the coordinated efforts of multiple stakeholders such as the government,platforms,media,and the public.Laws and regulations should be improved,and a long-term governance mechanism should be established.Intelligent technologies should be utilized for efficient traceability to conduct all-round supervision and precise governance of short video chaos.Platforms should enhance their sense of responsibility,explore public service roles,and seek a virtuous path for industry development while considering social benefits.Mainstream media should leverage the positive effects of“media massage”to enhance the guidance of mainstream values.This study enriches and expands the research perspective on the governance of short video chaos in the academic community.Its conclusions and countermeasures are of some reference value for the current governance of short video chaos.