The Dissemination and Influence of Visual Culture, Taking TikTok as an Example

Research Article
Open access

The Dissemination and Influence of Visual Culture, Taking TikTok as an Example

Xiaowei Nie 1*
  • 1 Department of Human and Social Futures, The University of Newcastle Australia, 100 Victoria, Street #13-01/02, National Library Building, Singapore 188064    
  • *corresponding author Xiaowei.Nie@uon.edu.au
LNEP Vol.4
ISSN (Print): 2753-7056
ISSN (Online): 2753-7048
ISBN (Print): 978-1-915371-33-1
ISBN (Online): 978-1-915371-34-8

Abstract

With the accelerated pace of people's lives and the use of short videos in fragmented time, the development of short videos is accelerated and TikTok stands out among many video platforms. From the perspective of visual culture communication, this essay analyzes the reasons for the popularity of TikTok short videos from three aspects: the relationship between short videos and visual culture, the communication characteristics of TikTok, and the communication effect of TikTok short videos. It also summarizes the current problems and challenges of TikTok to provide reference to short video development by using an analysis model called SWOT, namely strengths, weaknesses, opportunities, and threats. Based on the background of visual culture communication, this essay first conducts an extensive search and collation of related theories and then conducts research on the communication effects and characteristics of TikTok short videos. This essay concludes that TikTok is characterized by its “swiping” browsing style, diversification of dissemination channels, and development of originality and innovation. Furthermore, the improvement of TikTok's short video communication effect is mainly attributed to its content and form. Based on this, this essay gives targeted strategies and suggestions, including internal optimization of TikTok short videos, diversification of communication channels, and enhancement of video auditing.

Keywords:

visual culture communication, TikTok, SWOT analysis

Nie,X. (2023). The Dissemination and Influence of Visual Culture, Taking TikTok as an Example. Lecture Notes in Education Psychology and Public Media,4,844-850.
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References

[1]. Zeng, R.X., Mo, M.L, “Short Video Multi-Platform Communication Effects and Their Influencing Factors”, Journal of Guangxi Normal University (Philosophy Social Science Edition) 58 (01) (2022) 133-144. DOI: 10.16088/j.issn.1001-6597.2022.01.012.

[2]. Jie, X., “Visual Culture Communication and ideological daily life research”, Socialism Studies (01) (2016) 68-74.

[3]. Tang, E.S., “Research on the Spread of Short Videos in the Context of Rong Media”, Editorial Journal (04) (2020) 113-116.

[4]. Wei, C., Ma, Y., “The Transmission Elements, Existing Problems and Countermeasures of the Short Video Platform – Take TikTok as an Example”, Science and Technology 13 (16) (2021) 116-118. DOI: 10.16607/j.cnki.1674-6708.2021.16.042

[5]. Liu, H.Y., “How to Improve the Dissemination Effect of the Short Video Platform – Take TikTok Short Video as an Example”, News Dissemination (16) (2018) 30-32.

[6]. Qin, C.E., “Short Video Research Under Visual Culture - Take TikTok as an Example”, Media Observer 5 (15) (2019) 73-75. DOI: 10.16604/j.cnki.issn2096-0360.2019.15.026

[7]. Pan, X.Q., “News Short Video TikTok Communication Strategy Inquiry - Based on SWOT Analysis Method”, News Culture Construction (14) (2021) 158-159.

[8]. Yang, J., “TikTok’s Self-Media Operation Exploration under Fast Food Culture - Analysis Based on SWOT”, Western Radio and Television (06) (2019) 20-21.

[9]. Yu, M.Y., “TikTok App Strategic Selection Based on the SWOT Analysis Method”, Modern Commerce (03) (2021) 8-11. DOI: 10.14097/j.cnki.5392/2021.03.002Muyang.

[10]. Tian, F.C., Huang, X.Z., “TikTok Short Video Research Based on SWOT Analysis”, Chinese Business Theory (22) (2020) 15-17. DOI: 10.19699/j.cnki.issn2096-0298.2020.22.015.

[11]. Zhou, R.H., “Analysis of Short Video Marketing Strategy and Industry Trend and Suggestions to Uploaders”, Atlantis Press (2021) 1934-1937. DOI: 10.2991/assehr.k.211209.315.

Cite this article

Nie,X. (2023). The Dissemination and Influence of Visual Culture, Taking TikTok as an Example. Lecture Notes in Education Psychology and Public Media,4,844-850.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the International Conference on Interdisciplinary Humanities and Communication Studies (ICIHCS 2022), Part 3

ISBN：978-1-915371-33-1(Print) / 978-1-915371-34-8(Online)
Editor：Muhammad Idrees, Matilde Lafuente-Lechuga
Conference website: https://www.icihcs.org/
Conference date: 18 December 2022
Series: Lecture Notes in Education Psychology and Public Media
Volume number: Vol.4
ISSN：2753-7048(Print) / 2753-7056(Online)

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References

[1]. Zeng, R.X., Mo, M.L, “Short Video Multi-Platform Communication Effects and Their Influencing Factors”, Journal of Guangxi Normal University (Philosophy Social Science Edition) 58 (01) (2022) 133-144. DOI: 10.16088/j.issn.1001-6597.2022.01.012.

[2]. Jie, X., “Visual Culture Communication and ideological daily life research”, Socialism Studies (01) (2016) 68-74.

[3]. Tang, E.S., “Research on the Spread of Short Videos in the Context of Rong Media”, Editorial Journal (04) (2020) 113-116.

[4]. Wei, C., Ma, Y., “The Transmission Elements, Existing Problems and Countermeasures of the Short Video Platform – Take TikTok as an Example”, Science and Technology 13 (16) (2021) 116-118. DOI: 10.16607/j.cnki.1674-6708.2021.16.042

[5]. Liu, H.Y., “How to Improve the Dissemination Effect of the Short Video Platform – Take TikTok Short Video as an Example”, News Dissemination (16) (2018) 30-32.

[6]. Qin, C.E., “Short Video Research Under Visual Culture - Take TikTok as an Example”, Media Observer 5 (15) (2019) 73-75. DOI: 10.16604/j.cnki.issn2096-0360.2019.15.026

[7]. Pan, X.Q., “News Short Video TikTok Communication Strategy Inquiry - Based on SWOT Analysis Method”, News Culture Construction (14) (2021) 158-159.

[8]. Yang, J., “TikTok’s Self-Media Operation Exploration under Fast Food Culture - Analysis Based on SWOT”, Western Radio and Television (06) (2019) 20-21.

[9]. Yu, M.Y., “TikTok App Strategic Selection Based on the SWOT Analysis Method”, Modern Commerce (03) (2021) 8-11. DOI: 10.14097/j.cnki.5392/2021.03.002Muyang.

[10]. Tian, F.C., Huang, X.Z., “TikTok Short Video Research Based on SWOT Analysis”, Chinese Business Theory (22) (2020) 15-17. DOI: 10.19699/j.cnki.issn2096-0298.2020.22.015.

[11]. Zhou, R.H., “Analysis of Short Video Marketing Strategy and Industry Trend and Suggestions to Uploaders”, Atlantis Press (2021) 1934-1937. DOI: 10.2991/assehr.k.211209.315.

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