基于“媒介四定律”框架的短视频传播机制研究

Research on the Communication Mechanism of Short Videos Based on the “Tetrad of Media Effects” Framework

摘要: 本文以麦克卢汉提出的“媒介四定律”为理论基础，依据媒介发展所遵循的提升、过时、再现、逆转的演化规律，分析短视频媒介的传播机制。研究发现：短视频通过提升传播效能与用户赋权，加速了传统线性传播模式的过时；传统媒体借碎片化叙事与互动化转型实现核心价值的再现；而算法流量机制引发的同质化困境，则逆转性推动行业向“内容价值”回归。研究表明，短视频的崛起呈现新旧媒介共生转化的辩证演进路径，传统媒体亟需通过内容策略创新与生态位重构，适应媒介格局的结构性变迁。

Abstract: This study employs Marshall McLuhan’s “Tetrad of Media Effects” as its theoretical foundation to analyze the communication mechanism of short-video media through the evolutionary principles of enhancement, obsolescence, retrieval, and reversal. The findings reveal that short videos accelerate the obsolescence of traditional linear communication models by enhancing communication efficiency and user empowerment. Traditional media achieve the retrieval of their core values through fragmented narratives and interactive transformation. Meanwhile, the homogeneity crisis triggered by algorithm-driven traffic mechanisms reversely compels the industry to return to the primacy of content value. The research demonstrates that the rise of short videos reflects a dialectical evolutionary path of symbiotic transformation between old and new media. Traditional media must urgently innovate content strategies and reconstruct their ecological niches to adapt to structural shifts in the media landscape.