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真题狂练第4题|被庞博又说火的“短视频”,一直有学校在反复考重点

   日期:2024-10-31     作者:xinet    caijiyuan   评论:0    移动:http://www78564.xrbh.cn/mobile/news/26338.html
核心提示:请听题请从辨证角度分析移动短视频的发展趋势和规范。(25分)。本题思路拆解第一步 审题这道题是22年南师大的真题,只有短短一

真题狂练第4题|被庞博又说火的“短视频”,一直有学校在反复考重点



请听题

请从辨证角度分析移动短视频的发展趋势和规范。(25分)。





本题思路拆解


第一步 审题


这道题是22年南师大的真题,只有短短一行,想拿高分要答的内容却不少。


关键词:


1.辩证角度:


“辩证”是本题的题眼,下面的态势和规范都要从这个角度出发,从正反两方向展开论述。


2.移动短视频:


移动短视频的限制决定了本题的答题方向。需要注意的是,我们的答案不能仅仅局限于新闻媒体,而是要从内容生产的宏观视角出发,与新闻生产业务有所区分。


3.发展态势:


这是本题的主要回答内容之一。短视频作为一种新型视频形式,凭借其碎片化、工具化、实时化、互动化等特点,形式和内容上都具有自己的特点,对人们的日常表达方式进行了重塑。我们需要在了解短视频特点的基础上阐述短视频的进步性以及背后存在的问题


4.规范:


这是本题的另一部分回答内容。承接“发展态势”部分,在短视频快速兴起但面临种种问题的情况下,如何在保证短视频创造性的前提下规范短视频的发展,这是一个谈“做什么”的题目


5.25分:


结合“1分=40/50字”原则,这个题目我们可以写1000字左右。


通过审题,我们的答案逻辑如下:


第二步 做题


结合前面的答题框架,我们来写每一部分的答案:


一、引论


作用:引论部分首先要对于题目中的关键词进行定义,类似于一个简短的名词解释。无论是新兴事物还是传统理论,都可以谈一下目前的发展状况,如果有数据支撑就更好了。


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ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">短视频是一种视频长度以秒计数,时长多在5分钟以内,主要依托于移动智能终端实现快速拍摄与美化编辑,可在社交媒体平台上实时分享和无缝对接的新型视频形式(关键词“移动短视频”的定义)。如国外的Instagram、Vine、Snapchat等,国内的微视、秒拍、美拍、快手等(这个举例如果要写一定要选择新颖的,不要选择过于泛滥的),内容制作由单纯的UGC向UGC和PGC并存转变,具有碎片化、实时化、互动化、工具化四个特点。

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ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">据第49次《中国互联网络发展状况统计报告》统计,截至2021年12月,短视频用户规模9.34亿人,使用率90.5%,位列泛娱乐细分行业首位(增加数据,让答案更客观。用户规模、市场占比这些数据要经常积累)。短视频已经成为商业化的新引擎,行业治理也进入了新的阶段(回应题目,引出下文)

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二、主体


主体:本题的主题十分明确,就是“发展趋势”和“规范”两部分,切记要从正反两个方向来回答。


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ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">一、移动短视频发展态势(注意,“趋势”要体现变化)

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">(一)满足用户诉求的同时造成用户异化(从传播对象——用户的角度出发)

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ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">正面:使用与满足视域下用户诉求的驱动

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ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">短视频社交工具使普通人自我呈现的愿望得以自由展开,视频表达的创造力和个性化被极大激活。短视频具有简明、直观、生动、有趣、轻松等特质,易于集中注意力和病毒式传播,通过转发、点赞、评论等形式能够满足强连接和弱连接等不同的社交需求,突破了时间、空间、人群的限制,将线上与线下连接、虚拟与现实结合,使用户拥有参与感,同时激发用户情感,引起共振。

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ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">反面:病毒性传播造成用户的异化

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">短视频赋予了公众更生动的表达方式,但是,随着短视频生产与传播走向日常化,公众的视频素养成为了需要关注的新问题。德弗勒曾经把内容分为三个部分,分别是高级趣味内容、低级趣味内容、无争议内容,其中传播面最广的为低级趣味内容,用户在短视频之中观看到的低级娱乐内容,如黄段子、恶搞音乐等使用户在泛化的娱乐内容中被即时满足“涵化”成为娱乐至死社会下的单向度娱乐的用户,丧失理性思考的能力。

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">(二)内容生产价值凸显,但娱乐化、同质化严重(从内容的角度出发)

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">正面:内容应用的垂直化倾向明显

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">短视频内容应用的垂直化、分众化趋向显著。目前,短视频社交应用从单纯拍摄记录,到可以美化编辑,进而能够快速生产,并且直接嵌入直播形态,其产品形态在不断进化,功能在日益丰富。在视频生产成本越来越低,市场竞争越来越激烈的情形下,内容生产的价值也越来越显示其重要性。视频内容的垂直化生产,以精耕细作特定甚至专属领域,有助于差异化竞争,同时也有利于加强用户黏性和忠诚度。如“一条”“二更”专注于生活方式短视频,财新视频聚焦高端财经从业者,即刻视频、一人食、日日煮等选择了门槛相对较低、离受众更近、更容易切入市场的美食类短视频(结合案例佐证你的阐释)

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">(注:这部分是从内容生产的角度出发。事实上,随着短视频的生产规模逐渐扩大,当信息能够以“一对一”的方式直接切入每个人生活中时,人们对有用性的需求更强,对所感兴趣内容的深度要求也更高,相应地,深度聚焦并且满足特定群体需求的垂直内容更受欢迎。这推动了短视频向垂直化、精细化的方向发展。同时,由于短视频的生产与传播走向日常,质量问题也逐渐暴露。视频表达的多义性、直观性、直接性等能够产生复杂而强大的影响力。越来越便利的技术为个体生产带来了越来越大的创作自由,一旦视频生产者缺乏自律,缺乏约束,更容易导致对社会产生负面影响。)

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">反面:娱乐化、同质化严重

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">短视频中属于UGC范畴,由于用户本身的资金能力有限加上缺乏专业素养,部分平台缺乏“内容为王”的理念且没有良好的审核机制,显现出良莠不齐的问题。在“流量为王”之下,催生一些“炫富”、“拼酒醉酒”、“喝播挑战”等低俗内容。同时,短视频缺少文字表达的严谨逻辑和事实关联,其叙事结构和表达逻辑呈现出碎片化、浅层化特征,缺少严谨脉络与深入分析;场景化的过程中缺少逻辑性和层次性,容易让用户产生误解,呈现出内容同质化与叙事浅层化的表达

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">(三)马太效应明显但流量增速放缓

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">正面:“一超多强”格局凸显

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">头条系和快手系双寡头牢牢占据短视频行业的头部流量,平台马太效应马太效应:一种强者愈强、弱者愈弱的现象。在竞争压力下,实力雄厚的一线平台变得更强,而那些弱小的草根平台或将面临生存困难、被市场淘汰掉。这些专业术语会让答案更加专业。)明显。抖音官方数据显示,2020年8月抖音(含火山小视频)日活用户已达到6亿,快手招股书数据显示,快手App及小程序平均日活用户达3.05亿。2020年12月,短视频行业月活用户TOP5均被头条和快手两寡头瓜分。

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">(注:目前短视频市场各个APP之间的差异较为明显,以快手和抖音几家较为火爆,其他短视频影响度和市场占有率较低,双寡头“头部效应”明显。同时我们也需要注意到,短视频的流量红利正在逐渐消退,随着政策的进一步收紧,短视频平台之间的竞争将从“引流”转移到“提质”上面。)

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">反面:流量红利消退

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">短视频在经历快速生长之后,已由蓝海变为红海,短视频用户市场趋于饱和,市场格局稳定,用户增长红利趋于消退,进入瓜分存量市场的阶段。短视频行业逐渐由流量竞争转为内容竞争,向用户端深耕、获得用户留存成为取胜关键。

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">(四)商业化规模扩张显著但存在监管隐患

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">正面:产业链条逐渐拓展

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">疫情以来,短视频商业市场规模显著扩张。短视频电商直播呈现爆发式增长态势,平台建设初具规模,电商成为短视频商业化的一支主力。短视频和直播、电商的日益融合,其影响力、市场规模都在持续扩张。短视频直播电商异军突起,改变了单一广告的盈利模式,打开了多元变现的大门

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">除了直播和电商外,在短视频平台追剧、刷综艺、看电影、玩游戏也成为新常态,短视频平台功能更加丰富,在商业化驱动下将四处开疆、八面拓土,加快拓展边界。如快手与中国“网络文学+”达成合作,未来将共同开发100个IP;抖音出品了以周迅、阿雅为主嘉宾的真实秀《很高兴认识你》等。“注意力经济”的成功转化,让短视频成为了新的消费入口(案例)

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">(注:短视频已经迈入资本运营的快车道,市场规模在逐步扩大,带来了巨大的经济效益。但我们也需要注意,短视频在版权、隐私权等方面还存在很多弊端,风靡一时的直播带货也暴露出诸多问题。)

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">反面:监管存在安全隐患

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">版权保护、隐私保护和行业监管等方面,短视频的发展也暴露出了很多问题。短视频的版权保护和侵权现象层出不穷,原创短视频和二次创作短视频侵权严重,加之平台投诉治理机制尚未成熟,导致短视频版权维权难度较大。同时,不少短视频内容未经当事人许可就擅自发表、传播,严重侵犯他人的隐私权。2月下旬,山东临沂“拉面哥”一夜走红,此后各路“网红”前去蹭热度、蹭流量,严重影响当事人正常生活,也破坏了正常网络秩序,伺候抖音、快手等对这些蹭流量账号进行限流、查封。

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">二、移动端视频的发展规范(这部分其实比较好写,根据前面的核心问题针对性写建议就可以)

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">(一)坚持“内容为王”,打造健康合理的内容生产系统(针对内容良莠不齐)

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">短视频平台需要垂直深耕,打通平台精品内容,用有趣、有质量、有价值的内容吸引用户。一方面,短视频平台在未来的发展中,需要建立健康和良性的内容生产体系,提升专业化生产的程度,在数量和创意上为市场提供丰富的消费内容;另一方面,短视频平台可以与主流新闻媒体联合(政务媒体进驻短视频平台也是一大热点,如果提到会为答案增色不少)采取“PGC+UGC”的内容生产模式,积极承担社会责任,在舆论引导、政策宣传、城乡发展等方面发挥积极作用。如“短视频+乡村”顺应乡村振兴的政策导向,涉农类短视频发展势头强劲,众多涉农类短视频跻身平台头部内容,抖音、快手等头部短视频平台针对“三农”题材多次推出相应的扶持计划(案例)。短视频与官方主流媒体有机结合能在一定程度上降低受众对低俗视频的阅读观看,使得受众目光转向发生改变,从而改善短视频发展环境。

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">(二)创新表达,继续深耕专业领域(针对内容同质化严重)

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">随着用户群体对短视频的场景、互动等需求更为多样,进一步催生短视频多维场景融入用户生活和社会发展各个领域。未来短视频需要进一步扩展场景、垂直细分,持续创造新动能,推动形成多领域的交叉融合。通过“+电商”“+音乐”“+教育”“+游戏”“+扶贫”“+文旅”等多种形式,成为社会产业发展的新生动力。未来,短视频需要形态创新、服务升级、功能调整,在直播电商、在线教育、生活服务、休闲娱乐、知识传播与内容付费等模式的带动下,深度嵌入社会生活与产业结构,更具连接性和中介性,融合消解更多产业边界,连接赋能更多行业发展

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">(三)健全监督监管机制,推进实名制+黑名单制度(针对监管隐患)

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">相关政府部门和短视频应用应尽快建立相应的投诉受理部门,并推动网民参与到内容监管中,在平台、受众、政府三方之间构建长效管理机制,加强内容监管,推动短视频发展规范化、科学化,不断完善短视频评价体系,建构短视频技术体系。如利用区块链技术基于共享特征和版权保护的特点,推进短视频的版权保护模式创新(案例)。同时,推进实名制和黑名单制度的实行,规定用户需要通过上传身份证号码或者其它能证明自己真实身份的信息注册账号。如果发布了不符合法律规定的视频内容,平台可以根据视频内容来判断是警告、限制还是加入黑名单禁止该用户使用相关功能。

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">(四)加强公众自身媒介素养(针对用户异化)

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">短视频行业的爆发离不开用户基数的增大,而用户媒介素养的高低直接决定了短视频未来的发展的走向。作为发布者来说,低门槛不代表着低素养,发布者应该改变经济至上的观点,树立正确的价值观,在发布短视频时应考虑到内容是否在法律和社会道德允许的范围内。网民需要加强自身媒介素养和社会责任感意识,为年青一代营造健康的网络视频环境,从而做到在短视频乱象源头解决问题。

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三、总结


在这种发展趋势题目里面,我们可以从宏观角度强调发展的重要意义,也可以总结做法部分,从更高的角度提出自己的建议


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ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">答案参考:

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">

ntent="t" style="margin: 0px 16px;padding: 0px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: -apple-system, "system-ui", "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size: 17px;font-style: normal;font-variant-ligatures: normal;font-variant-caps: normal;font-weight: 400;letter-spacing: 0.544px;orphans: 2;text-align: justify;text-indent: 0px;text-transform: none;white-space: normal;widows: 2;word-spacing: 0px;-webkit-text-stroke-width: 0px;background-color: rgb(255, 255, 255);text-decoration-thickness: initial;text-decoration-style: initial;text-decoration-color: initial;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;">短视频的转型和发展关乎国家媒体深度融合的整体布局(短视频发展的重要意义)。未来短视频行业的发展,应进一步推进政策规范引导,回归内容属性,强化价值传播,加强多方监管,在商业化运营与主流化表达的过程中推进传媒产业的创新(总结最后一部分,提出建议)

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素材积累


学姐在这里给大家列举了一些可以用在题目中的金句,供大家积累。


金句积累:


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