A Study On The Characteristics And Relationships Of Users'Behavior In Short Video Self-Media

With the rapid development of the mobile Internet and the reading habits of mass fragmentation,short videos have emerged from the media.Viddy,the originator of mobile short video,has swept the world and introduced the concept of "video sharing community"to the social platform for the first time in 2011.The first year of short video in China is 2013.Domestic Internet companies such as Sina and Tencent have begun to explore the field of mobile short video.Short video applications such as"Miaopai","Weishi","Kuaishou" and "Meipai" have emerged in large numbers and become one of the most representative and explosive new forms of media in recent years.Different from traditional media,short video realizes business value with"mobilization,socialization and life".It can meet users' social needs and help them release the emotion through "creation,sharing,interaction".As a new guide to public opinion,short videos have great research value.Based on the theory of uses and gratifications,this paper uses social network analysis and other methods to construct a framework model for mining short video self-media behavioral characteristics data and social network relationships.At the same time,"Meipai" is used as an example to conduct empirical research,quantify the behavior characteristics and related relationships of various users in short video social.Besides,it is used to simulate the social network topology of short video in order to explore the user's behavior and information dissemination mode.The research results show that short video has strong entertainment attributes,user behavior tends to be biased towards playback,and social behavior needs to be further developed.The behavior of users changes with time according to the characteristics of power law distribution,and has obvious long tail effect.The number of users,the number of fans,and the number of short videos are closely related to each other.All of them show a normal distribution.At the same time,the short video has a low densitysocial network,and there are small group phenomena and significant small world effects,it has the characteristics of scale-free network.The information dissemination in the network presents a star-shaped radiation link-like one-way diffusion model,so the information exchange and sharing are not high.At the end of the paper,seven relevant development countermeasures and suggestions are proposed from the aspects of content production,user operation,supervision system and profit model based on the user behavior characteristics of the short video and the problems of the platform.Through these suggestions,we want to improve the effective means of production,operation and supervision of short videos.Also,these suggestions can be used by relevant departments to conduct public opinion control and network supervision to create a healthy and orderly social network environment.In addition,they can help operators improve the quality of personalized services based on user behavior characteristics and habits.Last but not least,they will guide enterprises and individuals to disseminate information and network marketing from the media through short videos.