短视频用户的使用动机与传播效果研究——基于使用与满足理论的视角

Research on Short Video Users’ Usage Motivations and Communication Effects—From the Perspective of Uses and Gratifications Theory

摘要: 本文以使用与满足理论为基础，运用文献研究法与案例分析法，围绕短视频用户的使用动机和传播效果展开研究，并针对短视频行业的现存问题提出优化策略。研究发现，当下短视频用户的核心使用动机主要分为四类，即娱乐放松、信息获取、社交互动以及自我表达与自我认同，不同的使用动机也带来了不同的传播效果。短视频传播在发挥出情绪调节、信息普惠、强化社交联结、推动文化与经济发展等积极作用的同时，也产生了媒介依赖、削弱用户深度思考能力、引发认知偏差、形成信息茧房等消极影响。目前短视频行业还面临着内容同质化突出、优质内容供给不足、算法机制不完善、用户媒介素养参差不齐等问题，亟需平台、创作者、用户与监管方多方协同发力，从内容创作、算法治理、媒介素养教育、行业监管等多方面进行优化，以此推动短视频行业实现高质量发展。

Abstract: Based on the Uses and Gratifications Theory, this paper adopts the literature research method and case study method to conduct a study on the usage motivations and communication effects of short-video users, and puts forward optimization strategies for the existing problems in the short-video industry. The study finds that the core usage motivations of current short-video users are mainly divided into four categories: entertainment and relaxation, information acquisition, social interaction, and self-expression and self-identification, and different usage motivations lead to different communication effects. While short-video communication exerts positive effects such as emotional regulation, inclusive information access, strengthened social connection, and promotion of cultural and economic development, it also brings about negative impacts including media dependence, impaired in-depth thinking ability of users, cognitive bias, and the formation of information cocoons. At present, the short-video industry is still faced with prominent problems such as serious content homogenization, insufficient supply of high-quality content, imperfect algorithm mechanisms, and uneven media literacy of users. It is urgent for platforms, creators, users and regulators to make joint efforts and carry out optimization from multiple aspects such as content creation, algorithm governance, media literacy education and industry supervision, so as to promote the high-quality development of the short-video industry.