Short Video Of Network Entertainment In The Context Of Consumer Culture Study On Consumption Phenomenon

"Consumer culture" originated from the West and was born to meet the great material demand of the industrial age.Nowadays,with the development of China's reform and opening up and economic globalization,consumer culture has subtly influenced and changed our values,bringing new consumption phenomena to the society.Consumer culture no longer focuses on single-function consumption and participates in short online entertainment videos through media communication.With the transmission advantage of the Internet and the arrival of 5G,short video of network entertainment quickly and successfully occupies a place in the short video market due to its advantages of short video length,rich content,interactivity and convenience.In the case of intermingled content,while deeply favored by users,it also gradually affects the behavior and cognition of the audience.At present,the consumption phenomenon of short online entertainment video exists in China.How to achieve rational development is an urgent problem to be solved.This paper mainly adopts literature research,questionnaire survey,SWOT(situation analysis)analysis,case analysis and other research methods to analyze.First from the perspective of consumer culture theory,based on the predecessors' theory of short video and network entertainment consumption phenomena analysis and research,summed up the impact of network entertainment short video consumption elements,summed up the characteristics and superiority of the online entertainment short video and online entertainment phenomenon of short video consumption brought about by the negative effects,more clear this topic research value.Secondly,strategy design is carried out for short video consumption phenomenon of network entertainment from the three elements of content,policy and technology,and strategy support is provided by combining the theoretical research of communication,economics,sociology and other disciplines.At the same time,the accuracy of the three elements was verified with the questionnaire survey,and SPSS software was used to verify the credibility of the questionnaire data.Thirdly,SWOT(situation analysis)analysis is used to provide strategic solutions for the consumption phenomenon of short video of network entertainment.This paper analyzes the advantages and disadvantages of internal factors and the opportunities and threats of external factors,and provides theoretical support for the strategy of short video consumption phenomenon of network entertainment by combining the theories of communication,economics,sociology and other disciplines,and selects the best development strategy from the scheme matrix.This paper studies the consumption strategy and innovation strategy of short video for network entertainment through combing the formulation strategy and the actual technical level,which not only meets the psychological needs of the audience,but also emphasizes the importance of developing spiritual culture.The best strategy design is researched and verified through the design practice.Finally,the author hope that through the research on the phenomenon of short video network entertainment consumption,for the future network entertainment it provides the theory basis for the development of the short video,correctly handle the media spread phenomenon,practitioner need private self-examination,and even the entire industry to the state to the spiritual and cultural fields to create the new quality strategy,to solve the short video network entertainment phenomenon of consumer health communication development strategy.