How Chinese user perceives ‘Positive Energy’ through short-form video platform Douyin

DOI

10.2991/978-2-38476-178-4_39How to use a DOI?

Keywords

Douyin; short-form video; positive energy; playful patriotism; social media

Abstract

With the rapid growth of the economy and technology, the increasing popularity of social media has had a significant influence on people's attitudes and behaviors. Among them, Douyin, a short-form video platform launched by ByteDance, a Chinese tech giant, has emerged as one of the most popular video platforms in China. Through the platform, people could produce, post, browse, and share thematic short-form videos as well as give a like and comment on them. Among the thematic content, ‘positive energy’ videos, which could raise people’s positive emotions and attitudes, thus influencing people's behavior and actions, have become a prominent part of Douyin. To explore how people perceive ‘positive energy’ on Douyin, this paper conducts qualitative research by interviewing 7 Douyin users ranging from 20s to 40s, which accounts for the largest proportion of Douyin users. In general, we argue that most of the users enjoy watching ‘positive energy’ videos on Douyin, presented in various thematic formats. Although the dominating motivational effect of a ‘positive energy’ video on users is short-lived and spiritual, such as triggering patriotism, optimism, and kind-hearted, it still has a lasting positive subtle impact on people’s actions and behavior. Besides, users argue that there is a significant need for the existence of ‘positive energy’ videos on Douyin, which could guide online public opinion, cultivate people’s cognition and behavior, promote the state ideology as well as propagate the national image of China.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Hongzhu Jin
PY  - 2023
DA  - 2023/12/30
TI  - How Chinese user perceives ‘Positive Energy’ through short-form video platform Douyin
BT  - Proceedings of the 2023 3rd International Conference on Social Development and Media Communication (SDMC 2023)
PB  - Atlantis Press
SP  - 335
EP  - 346
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-178-4_39
DO  - 10.2991/978-2-38476-178-4_39
ID  - Jin2023
ER  -