How does short video use generate political identity? Intermediate mechanisms with evidence from China’s small-town youth

Abstract

IntroductionChina’s Small-town Youth is an important social class connecting urban and rural development. Its ideological status is closely related to social stability and development so that the study of political identity of small town youth in China has become an important topic.MethodsBased on survey and in-depth interviews, this paper investigates the intermediate mechanism of short videos use on political identity of China’s Small-town Youth.Results and discussionThe study found that the use of short videos by China’s Small-town Youth has a significant positive impact on political identity, and media trust and political trust play a complete mediating role between the use of short videos and political identity. Cultural identity as the main content of China’s political ideology propaganda, cannot affect political trust. This research provides theoretical basis and practical enlightenment for the systematic understanding of the spiritual world and political beliefs of China’s Small-town Youth, and for exploring how to enhance their political identity through short videos use.