Abstract

This article takes a new media perspective and uses TikTok short videos as an example to analyze the cultural dissemination of short videos. With the widespread adoption of mobile internet and smartphones, short videos have become a popular form of cultural communication. TikTok, as one of the largest short video platforms in China, provides users with concise and entertaining video content. The article explores the success of TikTok short videos from the perspective of accurately meeting users' needs for quick information and entertainment, the interactive nature of personalized recommendation algorithms and social media mechanisms, and the convenience of simple creation and publishing tools. At the same time, the article also points out the challenges faced by the cultural dissemination of short videos, such as content fragmentation and the dilemma of traditional cultural inheritance. It suggests that platforms and users should work together to balance entertainment and culture and promote the development of short video cultural communication towards greater diversity and sustainability. This research has important implications for understanding the cultural dissemination phenomenon of TikTok short videos in the new media environment.