智媒时代大学生群体短视频成瘾的形成机制研究——基于抖音短视频社交平台分析

A Study on the Formation Mechanism of Short Video Addiction among College Students in the Smart Media Era—Based on Analysis of the Douyin Short Video Social Platform

摘要: 智媒背景下抖音成为大学生高频使用媒介，短视频失控浏览、强迫查阅、无目的沉迷等成瘾行为愈发突出。本文以抖音为案例，依托使用与满足理论，搭建用户心理–平台技术–社会环境分析框架，系统拆解大学生短视频成瘾完整演化路径。研究发现，算法、沉浸式信息流等智媒技术重构受众需求满足模式，催生即时化、持续化、循环强化三大新型满足特征；大学生内在认知、娱乐、自我呈现、社交、逃避五类心理需求被持续满足，叠加社群氛围、同辈规范、线下社交压力等外部社会因素，逐步弱化用户媒介主体性，最终从常规使用转向短视频依赖。基于研究结论，分别从个体自我管理、高校媒介素养教育、平台算法规制、社会共同治理四个维度提出分层干预路径，丰富智媒环境下媒介成瘾的理论分析体系，为大学生媒介健康引导提供理论参考与实践依据。

Abstract: Under the context of intelligent media, Douyin has become a frequently used medium among college students, with addictive behaviors such as uncontrolled browsing, compulsive checking, and purposeless immersion becoming increasingly prominent. Taking Douyin as a case study, this paper constructs an analytical framework based on the Uses and Gratifications Theory, integrating user psychology, platform technology, and social environment to systematically analyze the complete evolution path of college students’ short-video addiction. The research reveals that intelligent media technologies—such as algorithms and immersive information streams—have reshaped audience gratification patterns, giving rise to three new characteristics of satisfaction: immediacy, continuity, and cyclical reinforcement. Five psychological needs—cognitive curiosity, entertainment, self-presentation, social interaction, and escapism—are continuously fulfilled among college students. When combined with external social factors such as community atmosphere, peer norms, and offline social pressures, these dynamics gradually weaken users’ media agency, leading them from regular usage to dependency on short videos. Based on these findings, this study proposes a tiered intervention strategy across four dimensions: individual self-management, university media literacy education, platform algorithm regulation, and societal co-governance. This enriches the theoretical framework for understanding media addiction in the era of intelligent media and provides both theoretical guidance and practical foundations for promoting healthy media use among college students.