Short video is an important medium in the era of mobile Internet，Deeply embedded people's daily life。Short video medium advocates user participation，Operation of the platform to drive the platform，Construction participation culture。Henry Jenkins first proposed "Participatory Culture" in the research of fan culture，and regard it as the core social skills and cultural competitiveness of young people participating in new media today。Participating culture is a traditional tradition of human community life，Short video media technology provides more opportunities for people's participation culture、Power and possibilities。Short video medium technology provides ordinary users with richer and diverse expressive opportunities and channels，Make the expression of grassroots and amateur forms get higher and higher exposure，Empowerment for people’s cultural participation。

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Panzhong Party divided into three dimensions of the new media era media technology (Affordances)，That is the supply of information production、Mobile confession and social contribution。Short video as an emerging media technology，In content production、Mobility and social level provides users with new action possibilities，Bring a new media experience。First，The most important feature of short video medium is the short video narrative in the mobile situation，This technical structure not only reduces user participation threshold，It also allows users to use the idle time and attention and the space Bet365 app download that can be moved to spread，Therefore, the spread is faster、Wide range。Short video communication presents typical fragmented features，This is both a technical limit，It also produces some new possibility。As Pan Xianghui said，The rise of short videos will promote the evolution of the media from the media to a new stage，Users of short video medium are more extensive，More thoroughly get rid of the restraint of the text medium，Show its potential revolutionary。

Second，Short video medium technology shaping cross -media art integration human -computer interaction experience，technical means of various trendy trends，Music、Graphic、Dance、Drama、Various art forms such as cross -border integration。McLuhan once keenly pointed out，All mediums are extension of the senses。Short video medium extends the multi -sensory experience of people's bodies，Create immersive、Interactive participation situation。Although the creative threshold of short videos becomes low，But a variety of new technologies also provide rich space for users' personalized and diverse creations，Empowerment for production innovation for its content。Short video shooting technology includes multiple recording、Fragment back delete、Lengs switching and zoom、timing shoot、Click/Press and shoot、Manual focusing and exposure; editing technology includes subtitles、Sound effect treatment、Special effect、Filter、props、AR animation, etc.。Topic labels embedded in short video medium "#" and background music as a content aggregation technology，shaped rich interactive relationship network。The topic becomes an anchor point that attracts users to participate，And users' extensive participation and promoting the topic of topics，Formed an interactive ritual chain with the Bet365 app download topic of the intermediary，Stimulate the emotional energy of common attention and present。Background Music as an intermediary of a hearing and aesthetic community，It can be regarded as a sound landscape (soundscape)，The sound related to each other、Content producer and platform ecology connect。It can be said，Short video media technology created a new aesthetic form and cultural participation in the era of mobile Internet，Affects people's experience of reality。

Short video medium technology to make content producers connect more audiences，Establish an interactive network，To a certain extent, it can enhance its social capital、Cultural Capital and Economic Capital。Short video media technology relies on the platform，According to Fan Dick's statement，It will "cultural imagination、The technical architecture and business model continues to wrap together and wrap together "，Short video platforms in this process become "organizational mechanism of society"。Short video platform not only derives many emerging occupations，It has also made many traditional occupations re -pay attention and understand the public on the short video platform，Cross -circle dissemination of multiple professional knowledge and skills。Lu Yan、Research on Lai Chu rumors pointed out，Individuals on the short video platform through professional performance breakthrough visibility limit、Positive practice of self -employment of professional dignity peace，Social recognition that promotes individual occupation status。Compared with the traditional long video content，Short video producers' identity is more diverse，Content theme is also more complicated、Fine。Short videos have made many sub -culture also gain room for development，At the same time of triggering user participation, it Bet365 lotto review also constructs its cultural identity，Enhance user stickiness，Development fun group，Shape the participation culture driven by interest。Short video producers can also pass through advertisements、Flow sharing、Product sales、A variety of business monetization methods such as knowledge payment obtain economic returns; fusion of live broadcast technology，Also provides new cultural scenes and economic models for content producers，Stimulation of creative energy。

other，The short video medium also uses algorithm technology as the core operation mechanism，User -based browsing records、Habits and other precise grasping user's interest preferences and needs，Intelligent push for content，The transmission of this technical intermediary has expanded people's rich and diverse interaction and participation to a certain extent。In this sense,，​​The algorithm embedded on the platform is the actor who participates in the hidden culture。Technology itself cannot directly produce participation culture，But people use technology as an intermediary to connect to each other、Interactive，Participate in new cultural actions and imagination。In short，Short video platform as an infrastructure of digital technology，Resource、Power of capital and power distribution，Drive to participate in culture。

　Evolution disorder and participation gap

The power of the technology is to put the double -edged sword，The significance of the participation culture promoted by technology，But with the participation of cultural and technical forces, continuously intertwined，The transmission power also generates structural differentiation，Structural disorder affects participants comprehensive、Deep participation。Under the logic of the power operation logic of short video participation Bet365 app download culture，Due to media literacy and economy、Culture、The gap between social capital，Different content producers have produced a large participation gap，And these participation gaps also constitute the obstacle factor of empowerment。

First，The gap between the media literacy itself of the producer of the short video content also leads to the gap between its cultural participation。Should be seen，Technology is indeed some people，Especially those who are marginalized but self -empowerment have opened a new door; but must also realize that technology has also strengthened other forms of inequality，and these inequality make some people more difficult to participate。dependence on technical intermediaries，Make content producers who cannot master the new technologies of short video loses some participation opportunities and qualifications。and，The gap between the media literacy of each participant，The production level of its short videos、Creativity and fan operation、Commercial monetization and other aspects will also have a large gap。

Second，Short video platforms and MCN institutions can both empower the user's participation，It also largely creates a gap between different users。As Kaster said，Communication power is often controlled by those who can control society、Technology、Politics、People in the Economic and Information Network。Affected by the "head effect" of the short video platform，Can not become a producer for professional content strategies and operations for them to be an Internet celebrity or without MCN institutions，I will be in a weak during participation、Edge position。Short video technology and capital integration、Blessing，The content of the platform is based on traffic and economic benefits，It will also bet365 best casino games cause a certain deportation effect，Forms participating in Honggou。

other，The algorithm technical mechanism of short videos has exacerbated the Matthew effect of the content production of net red and MCN institutions，The so -called "Matthew effect" refers to any individual、Group or region，In a certain aspect (such as money、Honorary、status, etc.) Get successful and progress，will produce an accumulation advantage，There are more opportunities to achieve greater success and progress。Algorithm technology will also form "Information Cocoons"，The participation of the user is in the narrow field，Establishing barriers to participation and disorder。American scholar Kais Santan pointed out in the book "Utopia -How everyone Production Knowledge"，In information dissemination，Due to the public's own information requirements are not all -round，The public only pays attention to what you choose and the field that makes yourself happy，Over time, it will be in the information cocoon room。It can be said，Technology can empowerment，can also be a tool for deprivation and manipulation。Algorithm technology is like an invisible hand，Hidden control of traffic、Attention、Allocation of resources and power，At the same time of empowerment, accelerate power differentiation。

The generation of each new media is trying to change the human cognitive world、Feeling the world and the way of affecting the world with behavior。McLuhan's so -called "media is message"，is really meaningful、Valuable information is not the content spread by the media of each era，but the nature of the communication tool used in this era、The possibility it created and the social change brought by it。Short video media technology as a kind of power、The mechanism of resource and capital production and distribution，On the Bet365 app download one hand，Short video media technology for individual creativity、Social interaction and cultural diversity empowerment，Support people from the edge position to a more involved position; on the other hand,，We also need to reflect critically and work hard to overcome the structural disorders that strengthen the dissemination power in the short video medium，so that more people can truly achieve meaningful participation。

(This article is the Ministry of Education's Humanities and Social Science Research Youth Fund Project "Research on Media Entrepreneurship Practice based on the perspective of life" (19YJC860048)、The phased achievement of the "Dr. Dr. Dr." project in Jiangsu Province)

(Author Unit: School of Art of Nanjing University)