Abstract
In recent years, short video applications, such as Kuai Shou and Dou Yin have become increasingly popular among Chinese millennials and a part of many people’s lives. Dou Yin is an online community featuring fifteen second music videos with 85% of its users under the age of twenty-four and most active members born after 1995, or even after 2000. The characteristics of Dou Yin include entertainment, creativity, short play time, and stimulation. Erving Goffman’s “scene theory” concentrates on the performance of people in a particular social stage framework. Laura Mulvey extended such performances to his investigation into electronic media society, discussing how new media and new scenes, such as TV, affect individual performances. Based on Goffman and Mulvey’s theory of scenario doctrine, this study analyzes the physical performance of Chinese millennials on such applications, and explores how they use physical performances to show their individuality and form subcultures that differ from the dominant social value system. We discuss the psychological and social appeals of video performers and viewers respectively. Finally, this paper analyzes how scenes, social custom, and consumption environment restricted the way Chinese millennials play, create, and disseminate such videos on Dou Yin. With the ever-changing new media technology today, the analysis of this article helps to extend the research of the “media theory” based on digital media to various new media based on the Internet. How these new media and new scenarios affect the personal behaviors, social relationships, and cultures of Asian millennials deserves our careful observation.
Digital Media
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