Short video industry: A new form of popular culture

Abstract

Short Video making app is a new social media trend amongst youngsters as it overtook the popular social media apps like Facebook, Instagram, Twitter, and YouTube. In India, Jio (Mukesh Ambani owned Indian Telecommunications Company) played an essential role in making the digital world more accessible by bringing cheaper data plans. India has about 450 million smartphone users, and 376 million people use social media in any form, as per statistics. Initially, the popularity of the internet led to an increase in social media platforms. Still, now these social media platforms are the reason behind expanding the internet user base in the country. In this article, I have analyzed the popularity of these short video-making apps, focusing on the popular app TikTok. This paper also examines the user behavior of these quick video apps. This paper explores the motivation of user behavior as a participant in popular culture. The essential characteristic of this study will be to use an interdisciplinary approach. This study is primarily a Qualitative study and uses mixed methods to understand these apps and people's relationships. This study's primary strategies are the Case Study Method and Ethnographic Method (Offline/Online) and interview. In this study, research tools like in-depth interviews, Case Studies, Participant observation has been deployed.