The Research On Creative Motivation And Self-presentation Strategy Of Video Authors In UGC Community

With the rapid development of the mobile Internet,the Chinese video industry has gone through 13 years.In the field of PGC,the industry has basically formed the situation of BAT:Youku Tudou(Ali),Tencent Video and iQiyi(Baidu).From the perspective of the business strategy,UGC content operation is no longer their focus.As a star in UGC field,Bilibili has been developed in recent years.On March 28,2018,Bilibili stood on the NASDAQ ringing in the United States.The unique“UPContent-User” closed loop and highly subdivided cultural circle have brought Z generation together.Besides ACG content,the UGC content of Bilibili is similar to that of Youtube.More than 1 million UP contributed more than 10 million videos to Bilibili.It can be said that the original content has become the main content of the Bilibili.Through the studying of the past literature,I find that the research of UGC motivation and self-presentation mostly focuses on the text and image platforms,such as virtual community、SNS social network and knowledge sharing network.Therefore,basing on the theories of motivation,self-presentation,I foucus on the motivation and self-presentation strategies of video authors.In order to understand the behavior of the video author and their thinking,this paper use a combination o f qualitative and quantitative methods.Since I am also a video author,it is possible for me to gain some experience.It is helpful to understand some difficulties which is hard to some "outsiders".After collecting questionnaire,the statistical results were answered through participatory observation and in-depth interviews,and some interesting behind-the-scenes were revealed.The results of driven power of UP are:entertainment,recognition,record and selfexpression,social capital acquisition,social exchange,and reward.In the presentation strategy,the frequency of real and idealized strategies are very close.The degree of selfdisclosure is at the middle level.In the presentation strategy of the content,the frequency of use are:the ability to display,the weak,and the distance.The study also found that different creative motives were significantly positively correlated with the idealistic presentation strategy,self-disclosure,ability strategy,weak strategy,and welcoming strategy.