Research On Self-presentation Of Youth Groups In The Douyin Short Video

With the development of multimedia technology and communication equipment,the Internet has become an inseparable part of people’s daily life.The short video industry has attracted widespread attention,and short video has increasingly become a stage for people to present themselves.Douyin short video,as a music short video software focusing on young people,has been widely concerned and used by young people.In this context,it is more and more important to analyze the self presentation of young people in the Douyin short video.From the perspective of Goffman’s Parody theory,this study analyzed the self presentation of young people in the Douyin short video.The research is mainly divided into the following parts: the "stage" characteristics of the Douyin short video,the performance of youth groups on the Douyin short video stage and the multiple roles of the performance,the self-presentation motivation and self-presentation strategy of the young group in the Douyin short video,the impact of self-representation of young people in Douyin short video on their real life,the questions and suggestions presented by youth groups in the Douyin short video.The study found that the Douyin short video provided a perfect stage for young people to present themselves.On the stage of short video,the youth group present perfect performance for the audience through "stage setting" and cooperation with the drama class,and adjust their performance direction through interaction and communication with their audience.Secondly,gender,education level,occupation,age and monthly income level have different effects on self-presentation motivation and self-presentation strategy of young people.There is also a correlation between self-presentation motivation and self-presentation strategy of young people.There is a positive correlation between entertainment motivation,social motivation,self presentation motivation,conformity motivation,interest motivation and positive self-presentation strategy.There is a positive correlation between entertainment motivation,self-presentation motivation,conformity motivation,interest motivation and real self presentation strategy.There is a positive correlation between entertainment motivation,conformity motivation and negative self presentation strategy.Thirdly,the self-presentation of young people in the short video has a certain impact on their real life.The positive influence is to make young people relax,relieve pressure,maintain interpersonal relationship,realizeself-identity and complete social interaction.The negative impact is to enhance the vanity of young people,stimulate their desire for money,cause privacy leakage,produce alienation and so on.Finally,the frequency and content of self-presentation of young people in the Douyin short video were analyzed,and it was found that compared with the ideal state of active,multi-content and multi-level self-presentation,the youth group has some problems in self presentation,such as low enthusiasm and strong entertainment.In response to these problems,the author proposes some suggestions,such as encourage UGC creation and make high-education users play their roles.