숏폼이 이끄는 문화 확산의 새로운 흐름 고찰

Abstract

Short videos have become an important medium for cultural dissemination by conveying information and emotions in a concise, vivid, and infectious manner. As a product of the deep integration of digital technology and cultural dissemination, short videos, through the triple mechanism of algorithm recommendation, user co creation, and instant dissemination, not only break the time and space barriers of traditional cultural dissemination, but also give birth to a new cultural paradigm of “everyone can create, everything can be media”, leading the new trend of cultural dissemination. This article analyzes the media characteristics and cultural dissemination paradigms of short videos, and examines the driving mechanisms behind the rapid development of short videos, as well as the innovative paths and response strategies for short video cultural dissemination. As an important medium in the digital economy era, short videos have promoted the decentralized transformation of cultural communication power structure. Its essence is the paradigm shift of digital technology from tool attributes to cultural infrastructure, which has led to the trend of cultural production being popularized and consumption scenarios being transformed. It is reshaping the global cultural ecological pattern, and its future development will profoundly affect the competitive pattern and value orientation of cultural soft power in the digital economy era. In terms of innovating the dissemination path and response strategies of short video culture, this article proposes to pay attention to adapting to the paradigm shift of short video culture dissemination, reflecting the social value of short video culture dissemination, constructing narrative methods for short video culture dissemination, and fully leveraging the unique advantages of short videos in promoting the digitization of traditional culture and promoting cultural dissemination.