After the Indian government decided to ban TikTok, HELO and other Chinese short video platforms, not only many local Indian companies have fought, but even the US Instagram officially launched a short video program in India on the 8th, trying to divide up the shortcomings of the “post-TikTok era” Video market. From a global perspective, the main force driving the rise of short video culture is Generation Z-teenagers born between 1995 and 2010. How does Gen Z display its personality through the short video “modern language”? How do short video enthusiasts of other ages conduct “cultural communication” on this platform?
“Short video is like a mini movie”
The originator of short video is American Vine Company, which launched a short video software in 2012. “But it is TikTok that really makes short videos popular worldwide,” said Westman, an internet culture scholar at Humboldt University in Berlin. TikTok’s success in the past two years has also attracted other social media “imitations”: Twitter has also developed into a short video platform with its matrix network; Instagram’s snapshots have a place in the short video field, especially celebrity short videos; YouTube stands out Professionalism and diversification; Facebook, Snapchat also hope to use short video content to occupy more market share… Some startups have also launched various short video apps, such as a 21-year-old young man in Germany called “Fuego” “Application, want to compete with TikTok.
A survey by German Pro7 TV station in June this year shows that the current popular content on major short video platforms in Europe mainly focuses on the following major themes: humor and funny, music and dance talent, life skills training, cute pets, beauty Category and tourism scenery category. Two years ago, a report in the New York Times once thought the short video was “meaningless.” Westman believes that “the way culture is transmitted is constantly changing. Many short videos are also in the show culture, which has a faster impact than traditional media such as books and TV.”
Falke Penge is one of the “show culture”. This 20-year-old German young man currently has tens of millions of fans on short video platforms such as TikTok. His video content is mainly humorous and funny, and he uses filters to create a “magic world” like scene in film and television dramas. The performance is also mixed with current European popular culture. At the same time, more and more traditional institutions have joined the short video platform. For example, British publisher Dazed discussed the cowboy culture on the short video platform; during the epidemic, Europeans launched the theme of “Ode to Joy” on the short video platform, and some famous orchestras also participated in it; on May 18th, International Museum Day, many museums passed Treasures in short video exhibition halls; some chambers of commerce sponsor “Craftsman Ring” to let young craftsmen show their skills in short videos…
“Short video is like a mini-film, with short time and rich content, which is very suitable for killing time.” Sara, a university student from Amsterdam, the Netherlands, told reporters. However, the explosive development of short video has also caused controversy. European short videos generally stipulate that users must be over 13 years old, but in fact short videos are very popular with children under 13 years old. A German survey showed that one in four German children aged 10 to 13 had used short videos. Users are too young to become the focus of discussion, especially worried about excessive distribution of pornography, violence, hate speech and other content. In addition, many short video platforms conduct self-examination of content and even delete political topics. Westman believes, “In fact, Europeans pay more attention to culture than politics, and short video platforms may wish to work harder in the cultural field.” ▲
Generation Z PK Millennials
In the middle of last month, an unprecedented “swearing war” was launched on American social media: Gen Z netizens with “post-00” as the main body made ruthless remarks about the country’s “millennial generation”, causing many “post-80s” and “pre-95s” They embarrassedly realized that they had become “old antiques” in the eyes of new and new human beings before they “grew up”. And in the recent period, this “TikTok event” has also triggered a discussion about cultural and intergenerational differences on the Internet.
According to the US Buzzfeed website, this dispute originally broke out in a vomiting video on the TikTok platform. A young video Up (uploader) complained that he was always regarded as a millennial by the older generation and vowed to draw with the latter. Clear the boundaries. She said sharply, “I don’t want to have a relationship with those who still chase Harry Potter.” This video has aroused widespread resonance among generation Z of the network, and the video replies are filled with a large number of poison tongue comments directed at millennials. In the eyes of the post-00s, most Americans in the 80s and 90s are already “avocado toast for coffee” middle-aged people. They have a dull life and a monotonous hobby. They have a lot in common with the stereotype of the domestic “medlar soaking in water” group. Not only that, Generation Z also spit out the real situation of the previous generation-“a small apartment in a room, worry about reaching the big castle”. On social media, there is a good thing “after 00” and even launched a “bullying millennial” online campaign.
After the 80s and 90s, they were dissatisfied. Someone responded, “If the millennials can’t buy a house and can’t find a good job, then the next generation will have no fun.” Some people ridiculed themselves, “What’s the matter? I still expect to be like me when I’m old enough. The elders of the same class taught the next generation, how could this be passed me directly?” Some people directly throw out the classic stereotypes of the society against Generation Z, ironically they are a group of “do not love school, despise the system, in the most brainless Entertainment is dead in my mobile app. I only know to record videos in my parents’ house and do a few simple steps to’seeking to beat the generation of rewards.’
This media war has stirred many British and American media and triggered a discussion about intergenerational differences. From the perspective of the American media, there are significant differences between Gen Z’s group characteristics and the previous generation in all aspects. According to a May report from the Pew Research Center, most generation Z in the United States was born in an era of “economic robustness and low unemployment”. The starting point is higher than the previous generation; from the perspective of race and ethnicity, the generation Z group More diversified. They are also the best-educated generation in the United States, and they are more daring to express different views, hoping to break the old system and meet social changes. The British “Independent” said that many people in this group are expected to witness more scientific miracles, and even live safely in the 22nd century.
Gen Z basically lives on social media as soon as it is born. On the short video platform, after 00 occupy the absolute main force: Take TikTok as an example, the average age of the core user group of the platform is between 16 and 18 years old, and the children of 4 to 15 years old in the United States spend 80 minutes on TikTok every day. The platform utilization rate has been growing rapidly among young people for two consecutive years. At present, the most followers on TikTok are 17-year-old American singer Rowling Gray, with 38.6 million fans; the second place is Ariel Martin, a 19-year-old American singer with 30.2 million fans. However, Gen Z has less “feelings” than the previous generation. Buzzfeed explained that many Americans have not experienced the “brainwashing” of the American dream after 00, and the world view is exceptionally pragmatic. 20-year-old internet celebrity Shahidi said that their generation grew up in a “degraded system”, experienced the unfavorable situation of economic downturn, and was somewhat pessimistic about nihilism in life. Because of this, Gen Z is generally good at ironic humor-anyway, life has little hope, it is better to accept reality and laugh. However, Shahidi emphasized that although Gen Z has a poisonous mouth, what he said is often just for ridicule. In their view, the post-80s and 90s who participated in the “controversy” are “death is more real.” According to the US Vaux website, many millennials who run three or four actually recognize the opinions and evaluations of their juniors. Many people admit that they used to spit out the “old antiques” of the previous generation.
The Pew Center reminded that the current new crown epidemic has completely broken the good life start of Generation Z, making them face a more “uncertain future”. According to a survey conducted in March of this year, the young people of Generation Z who have just joined the society have clearly felt the brutal impact of reality. As many as half of the participants said that they have personally experienced or witnessed their family’s unemployment and salary reduction. Higher than the feedback from the first three generations of the United States (Millennials, Generation X and Baby Boomers). ▲
India became popular with “Internet celebrity training”
In the three years from 2016 to 2019, Indians have more than doubled the time spent on short video applications. Among them, up to 85% of the audience prefer content with a playback time of less than 10 minutes, and 65% of Indian short video viewers value the freshness of the content. Therefore, it is not difficult to see all kinds of short video content, and the singing and dancing category is not to mention. At the same time, many “nameless pawns” became the hot traffic stars overnight. Alifsa Khan, who is frequently reported by many media in India, is only 17 years old this year-the true generation Z, but with excellent dance skills and beautiful makeup, he has become a super influencer with more than 28.4 million fans (Figure 2).
Such examples are not uncommon in India, so much so that brokerage companies specializing in excavation, packaging, and manufacturing of celebrities have produced many more in recent years. They often select and recruit talented Indian “folk entertainers” in the society through similar recruitment methods. In addition, many well-known Bollywood artists also kept their popularity through short video platform exposure. Even examples of debuts at the end of the 30s and 40s and counterattacks at the C position are everywhere. In fact, India’s short video is more of a culture than an industry chain. For enterprises, the huge short video market means unimaginable high profits; for anchors in the short video industry, it can also be regarded as a shortcut for fame and fortune. ▲
Korean elementary school students “Selfie comparison”
Short videos are very popular among Korean elementary school students. According to a survey conducted by a Korean educational institution in 2019 on 5,937 elementary school students, 51% of the respondents believe that the most popular item among their peers in 2019 is Tik⁃Tok. Pei Zheshun, director of the Korea Institute of Personal Broadcasting and Analysis, said, “The short video application displays content in a vertical screen, which is very suitable for self-portraits. For young people who urgently need a window to show themselves, the short video application is undoubtedly the best stage.”
The 11-year-old Korean elementary school student Lee told the Global Times special reporter that the most popular short video among the students was the content that the teacher did not pay attention to during the class, “Although sometimes it will be reprimanded by the teacher, but for us it is Special memories”. In contrast, Ms. Jin, the parent of sixth grade students, was a bit worried. “My daughter told me that more than half of her classmates are playing short video apps. Friends who are beautiful and good at makeup are especially keen. They only need to upload beautiful You will get a lot of likes and comments on your selfies.” She is worried that children will form a competing wind when using the software.
Korean star artists have also used short video applications as an important platform for the promotion of new songs or movies and TV series. Earlier this year, the popular Korean idol group BTS released the title song clips of the new album on a short video platform and received more than 100 million views in just 60 hours. Blackpink, Seventeen, Xuanmei, Boxian and many other Korean idol stars all promote their new albums through short video platforms. There are also many Korean celebrities who will upload videos of various challenges or topics, which has attracted great attention from fans and netizens.