Research On The Formation Mechanism Of Knowledge Video Hoarding From The Perspective Of Critical Theory

In the increasingly digital era,with the continuous development of social networks and the continuous innovation of science and technology,"digital hoarding" has gradually become a common phenomenon in the new media environment,and as a new type of hoarding has begun to attract the attention of the academic community.Understanding the formation mechanism of digital hoarding and avoiding the negative effects of digital hoarding is particularly important.It not only helps to enrich the research methods and results of digital hoarding,but also has an important guiding significance for the development of mass culture in the new media environment.Therefore,this study takes college students who use BILIBILI website and have knowledge video hoarding behavior as the research object,explores the formation mechanism of knowledge video hoarding behavior based on Frankfurt School’s mass culture critical theory,and puts forward suggestions to break through the dilemma of digital hoarding.The research started in April 2022 and ended in December 2022.During the study,the author conducted non participatory observation on the knowledge area of the BILIBILI platform and other knowledge videos,and conducted in-depth interviews with 23 college students who had the habit of using BILIBILI website and had knowledge video hoarding in BILIBILI website.The research found that college students’ knowledge video hoarding behavior was affected by three factors: media,object and subject.As the medium of hoarding,BILIBILI platform provides unlimited storage space,convenient collection function and other technical support.The knowledge field constructed during the transformation of knowledge-based websites has become the objective motivation for college students to hoard knowledge videos.As the object of hoarding behavior,knowledge videos are also influenced by such characteristics as quantity generalization,content generalization,recommendation mechanism generalization,entertainment,commodity and interaction.As the main body of hoarding,college students will actively hoard knowledge videos for reasons such as satisfaction of needs,pursuit of emotional satisfaction brought by hoarding,and personal character and habits.In the perspective of the critical theory of mass culture,the formation mechanism of knowledge video hoarding behavior of college students can be understood from three dimensions.In the economic dimension,the behavior of individuals hoarding knowledge videos is a cultural consumption behavior in the context of cultural commercialization.The characteristics of knowledge videos,such as commercialization and standardization,make individuals in the consumer society produce digital hoarding behavior.In the technical dimension,on the one hand,technical support enables individuals to store and collect knowledge videos more conveniently and quickly;on the other hand,due to the impact of technology such as algorithm recommendation,it leads to information overload,information cocoon room and other results,which aggravates the digital hoarding behavior.In the subjective dimension of individuals,the need for knowledge videos is an important reason for digital hoarding.The hoarding behavior of knowledge videos will cause low learning efficiency and great psychological pressure to individuals.Therefore,individuals need to actively improve their ability to identify the quality of knowledge videos,improve their information management ability,and be active individuals.The media platform must make rational use of technology,balance the obligation of providing public service functions under the background of the pursuit of interests and popular science for all,and promote the diversified development of social public services and users.Content producer should make good use of technology,innovate and produce truly high-quality knowledge videos,and improve the efficiency of knowledge dissemination.