Short videos are changing how we think, spend and unwind, especially as students and young adults
Anyone with access to the internet would likely by now have come across some variant of short-form content.
Whether through YouTube shorts, Spotify, or Instagram Reels, the infamous TikTok-style algorithm and short videos have made their mark on our generation. From the way we think, consume, unwind and spend time, your algorithm might have more of a say in your life than you realize.
The recent short-lived ban on TikTok in the United States was more than just a regulatory decision. It highlighted how ingrained short-form content has become in our routines. It’s not just a way to pass the time. It shapes our attention spans, spending habits and even the way we engage with information.
As platforms like YouTube and Instagram continue to push short-form videos, entertainment is shifting from deep and immersive experiences to rapid, fleeting interactions.
A key distinction between traditional longer video consumption and platforms like TikTok is that they rely on user agency.
For example, on YouTube, users intentionally search for and select videos, maintaining a degree of awareness and control over their viewing experience. While recommended content is influenced by viewing history, users still engage with the platform through deliberate choices.
In contrast, TikTok almost completely dictates what users see, leveraging an algorithm that continuously curates content without requiring active selection. Even when users scroll past videos they are uninterested in, they are still subjected to brief exposure, passively consuming information.
TikTok almost completely dictates what users see, leveraging an algorithm that continuously curates content without requiring active selection.
In this system, consumers' interactions, responses and viewing durations are meticulously tracked and analyzed to suggest content to them to keep them watching. Ultimately, user control is significantly diminished.
Furthermore, the interface design of short-form media fosters a distinct shift in advertising strategies, creating a stark contrast with YouTube’s approach.
On YouTube, promotional content is typically integrated within longer videos, either as brief ad clips, sponsorships aligned with a creator’s niche, or advertisements placed at the end of a video. While these methods can still be persuasive, they at least offer viewers the opportunity to recognize promotional material within the videos they are watching.
TikTok, however, introduces a far more deceptive form of pushing consumerism.
Due to the rapid nature of short-form content, advertisements are seamlessly embedded within everyday videos, often making it difficult to distinguish between organic content and paid promotions.
Adding to their questionable marketing, the sheer volume of views that can be made on a single paid promotion in a short period creates the illusion of widespread popularity. When multiple influencers showcase a similar product, it appears popular and desirable, reinforcing the perception of its legitimacy.
The very nature of short-form media discourages critical engagement. Instead of scrutinizing content, viewers are more likely to watch passively, glance at the comment section and then continue scrolling.
The very nature of short-form media discourages critical engagement. Instead of scrutinizing content, viewers are more likely to watch passively, glance at the comment section and then continue scrolling.
Given that platforms like TikTok are predominantly used for leisure or to de-stress, especially by students, very few users take the time to apply critical media-literacy skills in an environment designed for quick, fleeting engagement.
I am not against the occasional grumpy cat videos, but with young adults being the main target demographic for platforms like TikTok, our consumer habits drive the future of media. Recognizing these patterns and fostering digital literacy is and will be essential in navigating a landscape increasingly driven by instant gratification and commercialization.
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By: Naeema Bawa
‘Tis the season for holiday fun, but American department store Bloomingdale’s steered us in the wrong direction with their recent Christmas advertisement that sparked a worldwide conversation about rape culture.
A young man is fixed on a laughing young woman who is unaware of his anchored gaze. Between them lies the caption, “Spike your best friend’s eggnog when they’re not looking.”
To think that this advertisement made its way through a team of marketers and advertisers and managed to be authorized right through to its publication speaks loudly of the issues regarding rape culture. Spiking someone’s drink is illegal, yet this retail powerhouse assumed that it could be part of holiday festivities. The emphasis of the words “best friend” makes it clear that Bloomingdale’s is not concerned by the fact that 82 percent of sexual assaults are committed by non-strangers. It condones the cause of 75 percent of all reported rapes, which are committed by a date or an acquaintance, and the 25 percent of rapes that are facilitated by drugs, with alcohol being the most common.
After the company received immense backlash through social media, they apologized with the most poorly deficient tweet they could craft:
“We heard your feedback about our catalog copy, which was inappropriate and in poor taste. Bloomingdale’s sincerely apologizes.”
To describe the endorsement of drug-facilitated sexual assault as being in “poor taste” belittles the entire concept of date rape even further than the advertisement succeeded in doing. It is advertisements like this that take us backwards in making any progress to help men and women truly understand rape and consent; and yes, both genders would benefit from education on the matter. While consent may seem to be straight forward enough, many are still in need of clarification of standards like affirmative consent (which is relying on a clear and enthusiastic ‘yes’ from a partner) and continuous consent, to better grasp the legalities of sexual assault.
Memories of Bud Light’s appalling “Up For Whatever” campaign earlier this year resurface as another disturbing verification of rape culture. Bottles with slogans reading “The perfect beer for removing ‘no’ from your vocabulary for the night” stocked the shelves. The campaign perpetuated rape culture, displaying complete ignorance of the strong relationship between alcohol and sexual assault, and invalidating the fundamentals of consent. Bud Light issued a public statement attributed to the company’s vice president, explaining how they regret the campaign’s message and “would never condone disrespectful or irresponsible behaviour.” Multiple other spokespeople acknowledged the mistake made, apologizing on behalf of those behind the campaign. Bloomingdale’s, on the other hand, chose to make a weak apology through an incredibly impersonal and brief tweet that fails to address the experiences of victims of date rape and sexual assault. Since the advertisement is part of a Bloomingdale’s print catalogue, it cannot be retracted. Greater measures should definitely be made to exhibit corporate social responsibility and display a stronger understanding and regret for this insensitive wrongdoing.
A decent apology is a great place to start.
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