| The "solo dining" short video usually focuses on one person enjoying food alone.The creator showcases the process of cooking or tasting food,while sharing their feelings and experiences in the video.The development of solo dining short videos can be traced back to 2015,and with the popularity of the internet,this type of video has become increasingly popular in China.From initially being self-shot short videos to now being professionally produced,the content and form of solo dining short videos have gradually become more diverse.Currently,some large video platforms such as Bilibili and Douyin have numerous solo dining short video bloggers and audiences.The promotion of these video platforms and user sharing has also gradually expanded the influence of this type of video.Based on the 5W model and the Use and Gratification Theory and Attitude ThreeFactor Theory,this study uses various research methods such as questionnaire surveys,indepth interviews,and case analysis,and data analysis and qualitative research to explore the motivations and needs of audiences watching solo dining short videos.This study also examines whether solo dining short videos can influence audiences’ attitudes,make the public more receptive to the solo dining lifestyle,and whether different demographic characteristics affect audiences’ attitudes towards solo dining short videos.Ultimately,through in-depth interviews and related regression analyses,this study found that solo dining short videos have become a choice for many audiences because of their attractiveness to food and lifestyle.These videos can meet the audience’s needs for entertainment,emotional connection,cognitive stimulation,and social interaction.The dissemination of solo dining short videos can have a positive and active impact on audiences’ cognitive attitudes,and emotional attitudes,but their influence on audiences’ behavioral intentions is more complex and influenced by various factors.Additionally,watching solo dining short videos can be a way to alleviate feelings of loneliness.Furthermore,different age groups,educational backgrounds,and job situations significantly affect audiences’ attitudes towards solo dining short videos.As a new lifestyle and cultural form,"solo dining" has an undeniable influence and value.Through analysis and discussion,this study believes that solo dining short videos not only meet the needs of audiences but also influence audiences’ attitudes and behaviors,becoming an important medium for communication and cultural carrier.Meanwhile,the popularity of this type of short video also provides an opportunity to consider the issue of loneliness in modern society.We should better utilize digital technology and social media to promote social interaction and interpersonal connections,actively explore ways and means to alleviate the problem of loneliness in modern society. |
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