Analysis of "Anesthesia" Mechanism in Mobile Short Video Applications

Abstract

Absrtact The continuous progress of mobile Internet technology has led to many new media products, short video is one of them. Its rapid rise has provided the public with rich and colorful entertainment enjoyment, but also brought about the negative function of "mental anesthesia". By using case analysis method, taking Video Tremolo (also named as Tik Tok) APP as an example, combining with innovation and diffusion, use and satisfaction, information cocoon room, gatekeeper and other theories, this paper explores the mechanism and ways of mobile short video application and its "anesthesia" function to the public. The study found that short video APP focuses on spreading content with "magic" through the utilization of big data and artificial intelligence technology to precisely "anesthetize" the public, and expands its scope of influence under the "social +" model. This paper holds that the public should rationally view the explosive phenomenon of short video. The developers of short video APP should use various technical means to guide and manage users' time control, in order to minimize the impact and harm of short video on public "psycho-anesthesia".