The Phenomenon Of Vulgar Content In Tuwei Short Video Of Kuaishou And Its Improvement

With the development of the Internet and the popularization of smart devices,the field of "We Media" has been continuously expanded.Media empowerment has increasingly fully realized the subjectivity of netizens,and urban culture has begun to appear in the form of short earthen videos in front of the society and the public.As a window between urban and rural areas,the Tuwei short video can increase the mutual understanding between urban and rural areas,and has a positive significance.However,many Tuwei short videos spread vulgar content in the expression of alienated vulgar taste,personal temperament and cultural atmosphere,distort the image of rural or underclass people,pollute the social atmosphere,deepen the public's stereotype of such groups,and bring about a series of negative effects.Based on the influence of the short video platform and the characteristics of Tuwei short video transmission,this paper adopts content analysis method,and choose "Kuaishou" platform as sample extraction.According to the information released by the Internet Celebrities-"Tuwei excavator"-in this field in 2020,twelve highly-known local bloggers were selected on the "Kaishou" platform,and their three-month-long 367 short videos were analyzed.At the same time,this paper also combined with more cases and literature analysis,using theories such as "Use and Gratifications " and "Gatekeeper" in communication studies to explanate and analyze the reasons and influences behind the vulgar phenomenon of the Tuwei short video,and it also try to point out the improvement and governance ideas of vulgar phenomenon of the Tuwei short video.The results show that,first of all,the Tuwei short videos are mainly characterized by talent shows and sitcoms in terms of video types,life emotions and performances in terms of narrative themes,and social stigmatization and dramatic narration in terms of narrative methods.With the factors such as the creators' revenue-oriented,the lack of responsibility of the platform and the audience's pursuit and encouragement,there are vulgar and negative phenomena such as pandering to the ugly,excessive spoof and advocating violence in the short video of Tuwei.Secondly,these vulgar phenomena spread hedonism,money worship,above the level of appearance and other distorted values are full of minors' brains,which will have a negative impact on minors' physical and mental health development.At the same time,the way of production such as catering to the examination of ugliness will also distort the image of the countryside and even the image of the people at the bottom,and deepen the public's stereotype of this group.Some Tuwei short videos amplify the contradictions between the sexes and the society,spread hatred of the rich and the officials,etc.which stirs up class relations and is not conducive to the harmonious development of the society.Finally,the study also points out that the improvement of the vulgar phenomenon of Tuwei short videos needs the joint efforts of various parties,content creators should enhance their innovation ability to create high-quality content to balance the publicity and commerciality;Short video platforms should also establish their own content early warning mechanism,improve the specific content specifications and review management mechanism to strictly control the quality of content;The current laws and regulations that are lagging behind the actual development need to be revised and improved to strengthen the crackdown and punishment of violations in the field of short video;Relevant departments can lead the short video platform to build an industrial collaborative governance system,and guide and support the creation of high-quality works.The audience should improve their media literacy,take the initiative to assume social responsibilities,and do a good job in supervising the short video platforms and content creators.With the joint efforts of many parties,the Tuwei short video can make a new leap and development with the help of the excellent Chinese folklore culture and new technology.