Abstract: Artificial intelligence algorithms have become more and more powerful in the transmission of short videos on the Internet, mainly manifested in more personalized and customized content recommendation, more intelligent content review, and platform companies relying on big data flow monitoring to become real masters. The running logic of short video recommendation algorithms reflects the algorithmic value of excessive focus on viewership and commercial interests first. Short video recommendation algorithms have some value masking problems such as similar information recommendation and information narrowing recommendation, privacy leaks, algorithm discrimination, and intervening in cultural decision-making. The optimization and guidance of algorithmic power requires the coordinated guidance of the government, industry associations, media platforms, users and other parties.

Key words: intelligent algorithm, short video, value masking, coordinated guidance