Interactive production of short videos and their relation to the cultural alienation of the digital generation by applying to digital generations

Document Type : Original Article

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Instructor of Public Relations and Advertising - Faculty of Mass Communication - Beni Suef University.

Abstract

“TikTok” Application for short videos accompanied with music has gained a prominence of the digital generation which is the youth generation who have born at the digital era and they are more competent and more intelligent in using the digitals and produce the joint interactive content throughout the short videos, where these generations has formed the suitable space to embrace this new pattern of communication to produce, share and consuming the short videos on TikTok`s Application in parallel with using such application, the problem of cultural alienation is coming up in the fabric of the social and cultural problems that the society is facing, where the social anomia have been spread in their life and loss of purpose, social isolation and egocentricity. Therefore, the research problem is actually about knowing the nature of relation between the Interactive production of short videos on Tik Tok application depending on the two theories of Symbolic Interactionism and Social Cognitive. The study was applied to a sample of 250 singles from the Tik Tok users from the ages 13 to 26 years and the study found a relationship between the addiction to Tik Tok application and the cultural alienation of the digital generation.
 

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