Author(s)

Yu Tianqi ¹

Affiliation(s)

¹ Hainan Vocational University of Science and Technology, Haikou, Hainan, 571126, China

Corresponding Author

Yu Tianqi

ABSTRACT

Against the backdrop of rapid changes in the new media environment, short videos, as an emerging form of communication, have brought significant changes to information dissemination through their unique integration of visual and auditory features, innovative storytelling methods, and widespread user-generated content participation. Short videos have not only promoted the diversity of cultural communication and the formation of social opinions, but have also reshaped traditional marketing models in the economic field, promoting the commercial value of individuals and businesses. However, the impact of short videos is not entirely positive. Their influence on individual psychology and behavior is increasingly attracting attention, especially the cognitive decline, social anxiety, and health risks faced by adolescents in short video consumption, which urgently need to be addressed. Therefore, this study aims to explore in depth the dissemination characteristics of short videos and their comprehensive impact on socio-culture, economy, and individual psychology, providing theoretical support for research and practice in related fields. At the same time, it proposes suggestions such as strengthening content review, encouraging creative diversity, and emphasizing mental health education, with a view to promoting the healthy development of short videos and creating favorable conditions for cultural inheritance and economic growth.

KEYWORDS

Short Video; New Media; Dissemination Characteristics; Socio-cultural Impact; Economic Development; Individual Psychology

CITE THIS PAPER

Yu Tianqi, The Dissemination Characteristics and Impact of Short Videos in the New Media Era. Media and Communication Research (2025) Vol. 6: 68-74. DOI: http://dx.doi.org/10.23977/mediacr.2025.060210.

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