Discuss the rise of platforms like TikTok and Instagram and their use of Audiovisual techniques to evoke emotional responses in short bursts, creating a new type of affective engagement.

The definition of movies is constantly expanding. From big blockbusters shown in traditional movie theatre to short videos shared on social media platforms like TikTok, the emotional experiences and consumption patterns of audiences have undergone significant changes. In particular, on platforms like TikTok, short videos have gained popularity due to their fragmented and fast-spreading characteristics, becoming an increasingly important way for  the general public to obtain content and express their emotions. Short videos have not only changed people’s viewing habits, but also redefined the way emotional power is transmitted. Short videos are rich and engaging. It rejects the unique forms and logic of traditional video in the past, and presents simple and interesting features to the audience. (Yang, S., Zhao, Y. and Ma, Y., 2019)

The short video propagation mode is fragmented. The length of a short video is usually measured in seconds, so that the audience can also get spiritual pleasure in the piecemeal time. (Yang, S., Zhao, Y. and Ma, Y., 2019) Traditional films create emotional resonance through storylines, character development, and visual effects, typically requiring a longer narrative process. However, short videos on TikTok, with their concise and punchy format, can usually convey emotions within a few seconds to a few minutes. This fast and intense emotional impact has a huge appeal to contemporary audiences, especially the younger generation. Short video creators often use clever editing, unique music, and visual elements to quickly engage audiences’ emotions, without the need for much build-up to elicit resonance.

The use of algorithms amplifies the emotional influence of short videos. On platforms like Tiktok, personalized recommendation systems push content based on users’ preferences and viewing habits. This means that the videos that viewers come into contact with are often in line with their emotional preferences and interests. Such algorithms reinforce the effect of emotional resonance, creating a “echo chamber” of emotions. When users scroll through short videos, their emotional fluctuations are constantly amplified and reinforced, thereby enhancing the emotional power of short videos.

The interactive nature of short videos also greatly enhances the transmission of emotions.   Unlike traditional movies, audiences on short video platforms are not just passive receivers, but can also interact with content creators and other viewers through liking, commenting, and sharing. This immediate feedback mechanism makes the transmission of emotions more direct and personalized. Viewers can not only express their emotions, but also deepen their   emotional connection with the video content by participating in challenges, imitating videos, etc. People on Douyin like to communicate with others, find friends from strangers or appropriate communities and even engage into virtual intimate relationship with the creators, i.e. become involved in “parasocial interactions” .(Zimmer, F., Scheibe, K. and Stock, W.G., 2018)

Despite the limited duration of short video content, its emotional power is not to be underestimated. From the immersive narrative in movie theatre to the fragmented experience on TikTok, the way emotions are conveyed is undergoing a fundamental shift. Short video platforms have become an important venue for emotional interaction in contemporary society thanks to their convenient, fast, and efficient method of delivering emotions. In the future, as technology advances, this method of conveying emotional power will continue to influence our relationship with media and even redefine the mode of interaction between emotions and content.

Junxi Li 33839720

Reference List:

Yang, S., Zhao, Y. and Ma, Y., 2019, July. Analysis of the reasons and development of short video application-Taking Tik Tok as an example. In Proceedings of the 2019 9th International Conference on Information and Social Science (ICISS 2019), Manila, Philippines (pp. 12-14).

Zimmer, F., Scheibe, K. and Stock, W.G., 2018. A model for information behavior research on social live streaming services (SLSSs). In Social Computing and Social Media. Technologies and Analytics: 10th International Conference, SCSM 2018, Held as Part of HCI International 2018, Las Vegas, NV, USA, July 15-20, 2018, Proceedings, Part II 10 (pp. 429-448). Springer International Publishing.