Short Video Engagement and Digital Political Participation: The Mediating Roles of Political Education ldentification and Cultural Understanding

This study investigates the psychological and cultural mechanisms through which short video engagement influences university students’ willingness to participate in digital political activities. While prior research has established links between digital media use and political behavior, the mediating roles of political education identification and cultural understanding remain insufficiently explored, particularly in the context of short-form video platforms. This study addresses this gap by examining how different dimensions of short video experience—usage frequency, emotional and sensory value, and engagement—affect digital political participation through these cognitive-affective pathways. A structured questionnaire was administered to 512 Chinese university students, and data were analyzed using Structural Equation Modeling (SEM) via SmartPLS 4.0. The results reveal that both political education identification and cultural understanding significantly mediate the relationship between short video engagement and digital political participation willingness. These findings highlight the importance of emotional resonance, cultural interpretation, and individual dispositions in shaping digital political engagement. The study offers theoretical insights into media effects and civic psychology, and suggests practical implications for educators, platform developers, and civic institutions seeking to promote informed and meaningful political participation among youth in the digital age.