消极网络短视频多模态生态批评话语分析及应对策略研究
Discourse Analysis of Negative Network Short Video Multi-Modal Ecocriticism and Research on Coping Strategies

随着互联网技术的迅猛发展，短视频已深度嵌入现代生活，利用文本、图像等多模态表达方式迅速占领市场。同时，许多网络短视频夸张、虚构、丑化倾向也日益显著，已经严重污染网络生态环境，给民众带来了众多负面影响。文章旨在通过选取相关视频并结合国内外研究论述，对其进行多模态生态批评话语分析，从而促进网络视频行业的健康发展。文章通过短视频观众留言分析与问卷、访谈调查，得出消极网络短视频在内容质量和社会影响方面存在许多问题，未来可以通过提高视频制作门槛，完善内容审核机制，构建多元协同治理模式来改善现状。
With the rapid development of Internet technology, short videos have been deeply embedded in modern life, utilizing text, images and other multi-modal expressions to rapidly capture the market. At the same time, the tendency of many online short videos to exaggerate, fictionalize, and scandalize is also becoming more and more significant, which has seriously polluted the network ecological environment and brought many negative impacts to the public. The purpose of this paper is to analyze the multi-modal eco-criticism discourse of the relevant videos by selecting them and combining them with domestic and international research discussions, so as to promote the healthy development of the online video industry. Through the analysis of short video viewers' messages, questionnaires and interviews, the article concludes that there are many problems with the content quality and social impact of negative online short videos, which can be improved in the future by raising the threshold of video production, perfecting the content auditing mechanism, and constructing a multivariate collaborative governance model.