Analysis Of Mobile Short Video Application "Kwai" Based On Communication Science

At present,mobile short video has occupied the fragmented leisure and entertainment time with its vivid audio-visual effect,streamlined volume characteristics,portable storage means,simple production process and abundant communication channels.As one of the most representative short video applications,"Kwai" has a large mount of users,kinds of content,unique culture and mode.Every interaction between users and the release of each short video contains complex factors and propagation behavior."Kwai" aims at providing everyone with an equal and free platform to record their lives.Decentralized operation without ranking and guidance,and user-centered content production are the important characteristics of "Kwai",which is different from other similar softwares.The maturity and development of Internet technology have laid the foundation for the development of "Kwai",and operators have won a broad market for "Kwai" by timely short video transformation and adherence to user-oriented and data-driven development concepts.As communicators,"Kwai" users are initiative and creative compared with the passiv audience.Enthusiasm of Ordinary users,celebrities and CNC organizations are hotly active in video creation.By interpersonal communication,group communication and mass communication,they upload many original videos to entertain public with an unspecified number of methords,like eye economy,online red circles,copying cases and so on.The content of "Kwai" is rich and varied,effectively filling people's spare time,bringing them rich entertainment experience and harvesting a lot of knowledge.At the same time,"Kwai" also expands people's social channels,and creates various network groups and unique social patterns.Driven by shared needs,low input and high returns,people in the "Kwai" keep releasing and freeing themselves,forming a grass-roots sub-culture with carnival characteristics and an unique e-commerce mode."Kwai" users have strong uniqueness.While being excluded by the mainstream culture,"Kwai" users also show the exclusiveness of other similar platforms.Unique cultural characters and bidirectional exclusion tightly encircle the "Kwai" users,as if building a wall enclosed users.Therefore the platform and content become so stable and special,that outsiders have a limited view of the whole.However,with the intensification of supervision and governance,the content of "Kwai" has been upgraded and transformed.The grass-roots sub-culture and the mainstream culture in "Kwai" have shown a trend of mutual penetration and gradual integration.