短视频平台营销模式背后的价值与风险

The Value and Risks behind the Marketing Model of Short Video Platforms

摘要: 本文基于短视频平台“刷金币”这一营销模式普及化的深刻社会现实，通过对短视频平台深入考察，分析了“刷金币”这一营销模式对用户社会交往、平台实践及数字素养的多重影响。研究发现，该模式通过任务机制激发用户互动，在巩固工具性与情感性关系、提升数字技能与平台认知等方面产生了积极作用。与此同时，用户也在“刷金币”实践中逐渐陷入自我异化、群体极化与数字鸿沟扩大的困境。短视频的“刷金币”实践呈现出赋权与驯化并存的复杂面向，在推动媒介实践深化的同时，也强化了平台对用户行为的隐性控制。

Abstract: Against the backdrop of the widespread social phenomenon of “coin brushing” rewards on short video platforms, this paper delves into the operational mechanisms of these platforms and analyzes the multifaceted impact of the “coin brushing” marketing model on user social interaction, platform practices, and digital literacy. The study finds that this model incentivizes user interaction through task-based mechanisms, yielding positive effects in consolidating tool-based and emotional relationships, as well as enhancing digital skills and platform awareness. Simultaneously, however, users engaged in “coin brushing” practices gradually find themselves caught in predicaments of self-alienation, group polarization, and a widening digital divide. The practice of “coin brushing” on short video platforms presents a complex duality of empowerment and domestication. While it fosters the deepening of media practices, it also reinforces the platform’s implicit control over user behavior.