伴随技术的更迭，互联网越来越深度地融入大众的日常生活，潜移默化形塑了人们认识现实、改造世界的方式。短视频平台的出现推动传播权不断下放，“视频化生存”成为当代人显著的生活图景，传统的单向传播模式在短视频的冲击下荡然无存，每个用户都成为传播的起点，以“超级个体”的身份链接着网络中的每个他人，构筑起互联网参与式文化的空间。其中，以“超长西瓜”等为代表的扮演类特效视频，迅速成为了大众竞相模仿与创作的热点。这些视频引发了全民参与、全民互动的热潮，其影响力波及到社会的各个角落。本研究基于这一背景，选择抖音平台中具有一定代表性的扮演类特效视频创作用户作为研究对象，运用深度访谈法、参与观察法、扎根方法，分析用户在进行该类视频创作时的参与动机，在此基础上进行一定思考，为日后的内容传播提供一定借鉴。

本文基于扎根理论，随机挑选了16位使用扮演类特效的活跃用户。通过深入的访谈和参与式观察，积累了13万余字的宝贵资料。在严格遵守扎根理论的编码流程下，对访谈内容进行了精细的提炼与分析。研究揭示，个体因素包括精神需求、利益驱动与自我需要，环境因素包括社交需求和印象管理需求，以及平台因素包括官方的扶持策略与内容策略，这三大关键要素共同推动了扮演类特效视频的火爆流行，不断助推用户积极采用这类创意特效。

在深入研究抖音扮演类特效视频后，本文从用户参与视频创作的动机出发，为日后传播活动提出建议：一是在内容选择上，传播者要找准内容方向，定调未来传播；二是在内容呈现上，应扩展表达方式，多层次回应需求；三是在内容传递上，传播者应把握用户心理，构筑媒介平衡生态。

With the change of technology, the Internet is more and more deeply integrated into the daily life of the public, imperceptibly shaping the way people understand reality and transform the world. The emergence of short video platforms has promoted the continuous decentralization of communication rights, and "video survival" has become a prominent picture of contemporary people's life. The traditional one-way communication mode has disappeared under the impact of short videos, and each user has become the starting point of communication, linking everyone in the network as a "super individual", and building a space of Internet participatory culture. Among them, the special effects videos represented by "super long watermelon" quickly became a hot spot for the public to imitate and create. These videos have triggered a wave of national participation and interaction, and its influence has spread to all corners of society. Based on this background, this study selects certain representative users of role-playing special effects video creation on the Tiktok platform as the research object, and uses in-depth interview, participative observation and rooted methods to analyze users' motivation in the creation of such videos. On this basis, some thoughts are carried out to provide certain references for future content dissemination.

Based on grounded theory, this paper randomly selects 16 active users who use role-playing effects. Through in-depth interviews and participatory observation, more than 130,000 words of valuable information have been accumulated. In strict compliance with the coding process of grounded theory, the interview content is refined and analyzed. The research reveals that individual factors include spiritual needs, interest drive and self-needs, environmental factors include social needs and impression management needs, and platform factors include official support strategies and content strategies. These three key factors jointly promote the popularity of role-playing special effects videos, and constantly promote users to actively use such creative effects.

After in-depth study of Tiktok role-playing special effects videos, this paper starts from the motivation of users to participate in video creation, and puts forward suggestions for future communication activities: First, in content selection, communicators should find the right direction of content and set the tone for future communication; Second, in the content presentation, the expression should be expanded, multi-level response needs; Third, in content delivery, communicators should grasp the psychology of users and build a balanced media ecology.