The Research On Users' Interactive Effects Of Short-Video Social Based On Weak Ties

Nowadays,people's demand for information acquisition and social interaction has been constantly strengthening,resulting in an increasingly prominent role of Weak Ties in people's daily life.Weak Tie is defined as a tie in which two sides seldom interact with each other.Under the influence of weak ties,information communication is experiencing content diversification and expansion of communication scope.Social media based on Weak Ties have been developing from social communication based on texts,images,and voices to social communication based on Short-videos.Currently,with the popularization of intelligent mobile phones,and optimization of the mobile Internet environment,social communication based on Short-videos has been provided with a favorable development environment.With the advent of the 2017,Short-videos have been enjoying ? robust development momentum.The short videos that conform to contemporaries' habit of fast-food and fragmented information acquisition are changing the way for people's social interaction.Interaction constitutes the basis for social communication.The formation of all social relations depends on interactive behaviors.Social communication based on short videos has different ways of interaction,including not only adding likes,commenting,forwarding and so on,but also other new ways of interaction that are developed on the basis of characteristics and advantages of short videos,such as split Screen,Show Stealing,and Video Red Envelopes provided by video-watching.All this can provide diverse,varied and convenient interaction experience for users.Based on the weak tie theory and the theory of communication effect,this paper studies the indispensable user interaction behaviors in social communication based on short videos,and explores the interaction effects existing in interaction based on social videos and problems existing in the process of interaction.Research reveals that the traditional theory of communication effect has been changed in social communication based on short videos.The diversification of subjects of the Agenda-Setting Model and the weakening of The Spiral of Silence model have expanded the right of users to participate in interaction,and brought positive effects,chiefly knowledge acquisition,emotional outlet,personal satisfaction,and traffic monetizing.However,the absence of the gatekeeper and the "Cultivation Effect" have caused negative influences,including conveyance of wrong value,network violence,personal injury,etc.Concerning the problems existing in interaction based on short videos and the negative effects,the author proposes eight strategies to optimize short video interaction effects from the perspective of the short video platform,publisher,and audience,respectively,at an attempt to better satisfy the audience's demand for social interaction,and lead social communication based on short videos to develop in the positive direction.