Research on the Characteristics of Cultural Dissemination of IP Songs on Short Video Platforms

短视频平台IP 歌曲的文化传播特点研究

In the era of self-media, short videos have emerged in the public's view with shorter duration, faster dissemination speed and more efficient algorithm recommendation. Among them, the IP songs on short video platforms have the characteristics of fragmentation, visualization and cross-cultural communication. In addition, the algorithm recommendation of the platforms, the independent creation of users and the social sharing of users have had a significant impact on the dissemination of IP songs on short video platforms. At the same time, it has also brought about problems and challenges such as copyright protection of songs, homogenization of song content and low artistic quality. This paper takes the IP songs on short video platforms such as Douyin and TikTok as the research object to explore the characteristics of their cultural dissemination.

在自媒体时代下，短视频以更短的时长、更快的传播速度、更高效的算法推荐出现在大众的视野中。其中短视频平台的IP 歌曲具有碎片化、视觉化、跨文化传播的特点。外加上平台的算法推荐、用户的自主创作和用户的社交分享对短视频平台IP 歌曲的传播产生了较大影响。同时也带来了歌曲版权保护、歌曲内容同质化、艺术性较低等问题和挑战。本文以抖音、TikTok 等短视频平台IP 歌曲为研究对象，探讨其文化传播的特点。