Abstract: Through the depth interviews to collect the empirical data, this paper deeply analyzes the characteristics and influencing factors of rural adolescents’ excessive short videos viewing. The characteristics of rural teenagers’ excessive short videos viewing are as follows: mainly using Kuaishou app, accompanied by mobile phone addiction symptoms; watching short videos with high frequency and for long time, accompanied by withdrawal symptoms; the coexistence of entertainment motive, information motive and social motive. The influencing factors of rural adolescents’ excessive short videos viewing are as follows. Firstly, rural adolescents’ strong demand for growth in adolescence has not been well responded in real life, which is the deep reason of their own. Secondly, bad examples and ineffective regulation from family are important external risk factors. Thirdly, the algorithm recommendation technology of short video platforms and the absence of teenage model are important platform inducements. On this basis, some suggestions are proposed as follows. Emphasis should be placed on strengthening network media literacy education for rural adolescents, and helping them form good habits in using internet scientifically. In order to satisfy the needs of growing rural adolescents, multiple sectors should collaborate to provide them with a variety of recreational and sports activities, as well as professional services which is good for mental and physical health. Parent education and guidance for rural adolescents’ parents should be strengthened, thereby strengthening the awareness of parental responsibility, as well as enhancing effective supervision and education capabilities. It is necessary to strengthen the supervision of short video platforms, and build the teenager mode with highly rigorous prevention measures.

Key words: rural adolescents, short videos, excessive viewing, influencing factors, countermeasures