Research On Language Anomie Phenomenon Of Short Video

With the continuous development of network technology,mobile media driven by smartphones have gradually impacted people’s lifestyles,leading to a significant change in the way humans socialize.With the advent of 5G,the short video industry has risen sharply,and its user base and penetration rate have been increasing year by year.Short videos have gradually become an important social medium and e-commerce sales channel,and are gradually occupying the market.Due to the complex attributes of short videos and differences in users’ language proficiency,there are many instances of non-standard language on platforms,which damage the standardization of the Chinese language and its dissemination.Since the short video industry began its e-commerce sales mode,this phenomenon has become increasingly more prominent.Therefore,in order to better enhance the media guidance role of the short video platform and maintain the language environment of the network,this article will take Douyin short videos as an example,using sampling and content analysis to quantitatively analyze the language usage on the platform,and explore the phenomenon of language non-standardization and its underlying causes,and proposes relevant governance proposals.The article suggests that the current problem of non-standard language in short videos is severe,with fundamental language errors and avoidance of sensitive words being the main problems.The frequency of non-standard language is related to the type of accounts involved,with personal accounts having a higher frequency.In addition,the standardization rate of the platform has improved after the release of the "Standard Expression Communication Manual" by Douyin,which indicates that the importance attached to language standards by the platform has a certain promotion effect on language standards.However,there are still cases of subtextual language that circumvent the rules and disturb the ecosystem of the platform.The article analyzes that in the era of short videos,everyone is a photographer,and with low production barriers and an imperfect auditing process,combined with the complexity of the Douyin platform,there is a lack of clear management mechanisms,resulting in frequent incidents of non-standard language in short videos.Although Douyin has published a "Communication Standard Manual," the problem of misspellings still exists due to the incomplete construction of its word database and insufficient promotion.Currently,under the influence of the "fan economy," where traffic is king,people use short videos for product promotion,which blurs the boundary between advertising language and non-advertising language,leading to non-standard language issues.Therefore,this article believes that,while respecting the development rules of language,relevant departments should promulgate regulations on standard language of short videos,and creators of short videos should pay more attention to the quality of video content and standardize the publishing and auditing process.For short video platforms,the promotion and popularization of the "Standard Expression Communication Manual" should be strengthened,and the auditing mechanism should be gradually improved.The innovation of this article is that,while current scholars’ research on Douyin short videos mainly focuses on network language,Douyin’s audiovisual language characteristics,and short video content,this article quantitatively studies the phenomenon of non-standard language in Douyin short videos,cites examples,analyzes its causes,and fills in the research gap.Secondly,since there are no clear regulations on the correct usage of network language and short video language in China,this article proposes suggestions for standardization and provides a reference for short video language standardization,which can regulate the dissemination of Chinese characters in our country,enhance the dissemination effect of short video platforms,promote the standardization of language,and build a harmonious and healthy language life while inheriting and promoting the excellent Chinese character culture of China.