Mechanisms of Viral Dissemination of Regional Languages Songs on Short-Video Platforms

Abstract

Short-video platforms have fundamentally reshaped the landscape of music dissemination. Taking TIKTOK as a case study, this research examines four regional languages songs that have achieved widespread popularity, aiming to uncover the underlying mechanisms driving their rapid spread. The findings indicate that the dissemination of these songs does not depend on listeners' comprehension of the lyrics. Rather, they share a common dissemination logic: firstly, platform algorithms offer these songs an initial chance to be discovered; next, iconic musical snippets then serve as sonic hooks that make them instantly memorable; then easily imitated visual movements become participatory templates that invite user engagement; and, ultimately, these elements work together to evoke emotional resonance that transcends linguistic barriers.