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.


Photo by Kyle West

By: Tanvi Pathak

In March, McMaster Students Union is slated to release its second annual municipal budget submission to Hamilton city council.

According to Shemar Hackett, the MSU associate vice president (Municipal Affairs), the budget submission will prioritize transit, student housing, student employment, bylaws and enforcement and lighting.

After consulting students and reviewing data from The Your City survey, the MSU decided these key areas were ones that stood out as issues that needed immediate attention.

The committee’s decision to focus on these areas is also linked to the rising demand for off-campus housing.

According to Andrew Parashis, a property manager at Spotted Properties, the largest property management in the McMaster community, demand for student housing has soared in recent years.

Parashis notes that with the increase of local and international students attending McMaster, the waiting list for students seeking accommodations through Spotted Properties has tripled in the last year alone.

The municipal budget submission will also focus on accessible employment opportunities.

The union’s education department and municipal affairs committee’s recommendations aim to offer proactive solutions for each issue and improve Hamilton’s attractiveness to students and recent McMaster grads.

One of the committee’s recommendations is for the city of Hamilton to implement a lighting audit across Ward 1.

Hackett emphasized that there are neighborhoods off-campus substantially lacking in visibility. As a result, many students do not feel comfortable walking home late at night after classes.

A lighting audit would reduce these issues in these neighborhoods and identify priority locations for new street lights.

The committee reached out to the Ward 1 councilor Maureen Wilson, who was receptive to the committee’s recommendation and is confident that the proposal will be valuable to McMaster and Ward 1.

Another recommendation calls for city council to move forward with the landlord licensing project discussed in December.

Hackett and Stephanie Bertolo, MSU vice president (Education), articulated their stance on landlord licensing to Ward 8 city councilor Terry Whitehead, who sits on the Rental Housing sub-committee.

Since then, the motion to implement a pilot project was brought to council and endorsed by many councilors.

Prior to the development of the budget submission, the committee consulted city officials.

The committee plans to continue to meet with the city staff and councillors to push for their recommendations and make them a priority for the council.

Thus far, they have met with Terry Cooke, CEO of the Hamilton Community Foundation, to discuss student engagement and retention and the ways in which organizations can support one another in the future.

The municipal affairs committee has also been successful in implementing its Landlord Rating system, a platform developed by the MSU education department.

The landlord licensing project, which the committee has also been lobbying for, got the Hamilton city council rental housing sub committee’s stamp of approval and will be put forth into discussion during the next city council meeting.

“The council has been extremely receptive to all our points about the agreements we put forth,” said Hackett, adding that the MSU budget submission has proven to be a valuable resource for lobbying municipal stakeholders.

Over the next few weeks, the municipal affairs committee will meet with city councilors and community stakeholders to advocate for their budget submission proposals.

 

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