Reshaping Media Time: Time Representation And Perception Of Short Video Transmission

“One minute in Douyin feels like one hour in reality.” Using Douyin has now become a nationwide phenomenon.Time is not only the objective existence of nature and subjective perception of psychology,but also the construction of technology and social culture.The social transformation has cultivated the concept of time of "natural time—clock time—media time".Time with media as the reference standard is the reconstruction of social and daily life time.The diachronic development of media time can be traced along the evolution path of "print media—radio and television media—network media".Nowadays,short video has become an important way of information transmission,and its page features,content presentation and narrative logic have realized the remolding of media time.Through the "perception-behavior" approach combined with in-depth interviews and participatory observation,it is found that short video viewing behavior brings people new media time perception and influence,which is specifically manifested as the rapid sense of time passing produces time tension;the weak time perception leads to leisure alienation;the emotional involvement in good times leads to imitative behavior;the immediate entertainment leads to future anxiety;the desire consumption with the involvement of entertainment leads to time possession;and the time fragmentation leads to decreased focus and fragmentation of expression.Recognizing the diversity of time is helpful for us to better understand and grasp media time,so as to correctly deal with the relationship between people and media,rationally plan and use time,and regain the sovereignty of personal time.