In recent years, short video on the Internet has gradually replaced the paper media represented by newspapers and magazines. The audio media represented by music broadcasting has become the mainstream media of the moment. Its production speed is fast, the scope of influence is wide, and the number of participants is large, mainly through fast hands and vibrato. , microblogging, WeChat and other mobile phone App production, processing and dissemination, according to relevant data, the market size of the short video industry in 2017 has reached 5.73 billion yuan, the short video market is expected to exceed 35 billion yuan in 2020. The user scale has exceeded 4.1. Billion people, an increase of 115% year-on-year, fast-time users reached 108,216,700, vibrato was 43.77 million, volcano video 26.674 million.
A large amount of data shows that the short video of the network has surpassed the general entertainment and leisure projects and developed into a cultural phenomenon of production, participation and sharing. The popularity of the network has greatly enriched the artistic aesthetic level and spiritual culture of the folk groups. The aspect also affects a generation's outlook on life and values. In this paper, the author will start from the perspective of cultural anthropology and interpret the cultural phenomenon of short video on the Internet.
Popular culture is a capitalized personality
Cultural phenomenon is one of the main research objects of cultural anthropology. The popular short video phenomenon of the network focuses on the ideological and behavioral habits of the current civil society. In the rapid development of capital and material civilization, facing the enormous pressure of work and life and complex Interpersonal environment, people are afraid of being seen by the outside world and eager to be concerned by the outside world, both eager to spy on the privacy of others and often sneak in.
The emerging industry of network short video just satisfies some people's contradictory and greedy heart: showing the ideal self to the outside world, while at the same time being able to reasonably pry into others, successfully transforming video products from the previous passive audiovisual acceptance to actively creating In the era of emphasizing self-worth, network short video has successfully implanted this unique psychological orientation and ability to judge things into individuals, and allows people to recognize and recognize this kind of cultural phenomenon in the process of participation and sharing. cater.
Short video is the main way for contemporary people to express themselves and express their emotions. This cultural phenomenon is also an important projection of the current social spiritual culture, psychological characteristics, and value pursuit. Short video as a new cultural heritage, spontaneously formed in the network information age, Through the widespread spread of video app, the grassroots literary art of the grassroots class was established, and many amateur stars from the private sector were crowned. The food chef of the fast-moving hand, the old man of Shaanxi, Joe, the eternal star of the imitation star makeup, 686, riding Motorcycles with their wives and the nun brothers who travel the world, etc., the long-term popularity of these ordinary people depends not on chance, but on the convincing skill or the spiritual quality of bitterness.
At the same time, from the example of the net red that these netizens are eagerly pursuing, we can also sum up the corresponding dominant culture types: The popularity of cooking food videos expresses people's higher taste of life and diet; the hot beauty of beauty and beauty videos conveys The pursuit of beauty and appreciation of the value of the pursuit of beauty; practical skills video highlights the great wisdom of the people facing daily life; entertainment spoof video shows the way people decompress and relax in their work.
In short, short web video is a cultural product that has been created independently and has its own unique functions and values. Its rich content fulfills the needs of the people for life, work and entertainment, and also reaches the spiritual appeal of people venting and expressing themselves in the new era. It is the most authentic reflection of people's daily life, and it is also the sum of the people's experience theory.
The key to cultural formation is integration
Existence is reasonable, but not necessarily truth. Short video uses the Internet as a means of communication to create a wide range of cultural products for people to choose. However, the choice of short videos is not as good as expected, and the public is so indivisible to short videos. More is not from deep thinking.
According to statistics, 57.5% of Weibo users said that they only pay attention to the same type of video content of interest, and 82.3% of the vibrato users pay more attention to entertainment spoof content. When the commercialization trend of short video and spiritual consumption function gradually become prominent, the public The unconscious choice is also becoming more and more obvious. In this fast-paced platform that omits cultural thinking and construction process, the short video of the network gradually becomes a tool for people to pursue short-term visual stimulation while learning, and to show off their wealth, blindness, and blindness. With the emergence of vulgar content such as follow-up imitation, the short video industry has exposed various problems. When a large amount of audiovisual information floods into the public's field of vision in a wild way, the rational thinking of young people is inevitably invaded by fanatical vulgar values, thus replacing the original dominant society. core value.
Cultural self-confidence is a nation, a country and a political party fully affirm and actively practice its own cultural values, and firmly believe in the vitality of its culture. Civilization, especially ideology and culture, is the soul of a country and a nation.
As a way of popular spiritual culture, online short video should also be included in the consideration of cultural self-confidence. As a cultural dynamic composed of platform, user and society, in order to achieve further harmonious and stable development, Need the joint efforts of these three.
First of all, short video users should establish correct life values, do not blindly follow the short video content that follows the trend, express themselves on the premise of adhering to the moral and legal bottom line, and release more positive video content to spread positive social energy. Second, the national network The letter office should continue to strengthen the supervision of video websites, supervise the video applications to carry out strict rectification and self-examination, and create a good network atmosphere for the society; finally, the video website should maintain the moral commitment to the national culture and actively promote the socialist core. Values, strengthen the crackdown on programs involving pornography, violence, vulgarity, extreme spoofing, distorting history, etc., take the initiative to assume corporate social responsibility, and create a healthy and up-to-date mass culture.