摘要
本文以抖音为研究对象,通过Python抓取抖音平台上辽宁的相关短视频及热门评论,进行词频、语义网络共现及评论情感分析,结合数据分析与具体案例呈现,总结抖音短视频中所呈现的辽宁主要城市形象。结果显示,抖音平台上辽宁的相关短视频呈现较为明显的浅层化、俗套化及商业化特征,对政府形象、市政服务及文化特色等符号挖掘不足,相关评论整体趋于正向,应在文旅传播基础上深度挖掘“网红”元素符号,提升短视频质量,重视非遗传播、政府引导,提升官方及民间话语传播联动力,打造传播矩阵,进而讲好辽宁故事、传播好辽宁形象。
This paper takes Tik Tok as the research object.It uses Python to capture relevant short videos and popular comments of Liaoning Province on Tik Tok,then conduct word frequency,semantic network co-occurrence as well as comment sentiment analysis,combining data analysis of specific cases.The paper presents,analyzes and summarizes the image of the main cities from these short videos.The paper concludes that Liaoning Province presents obvious shallow,clichéd and commercialized characteristics on Tik Tok.This probably due to lack of mining positive symbols such as government image,municipal services and cultural characteristics,and related comments in general.We should dig deeper into the“influence”element symbol on the basis of short videos of cultural tourism,improve the quality of short videos,attach importance to the dissemination of intangible cultural heritage,government guidance,enhance the joint power of official and folk discourse dissemination,even to create dissemination matrix.All these efforts could be made for telling good stories and presenting decent images of Liaoning Province.
出处
《新媒体与社会》
2023年第2期407-421,共15页
New Media and Society
基金
辽宁省社科基金自选项目“讲好辽宁故事:建构辽宁文化对外传播的对策研究”(批准号:L17DXW002)
辽宁省教育厅高等学校基本科研项目青年项目“人类命运共同体视域下提升辽宁对东北亚地区传播力的策略研究”(批准号:LJKQR2021057)
关键词
抖音
城市形象
传播策略
辽宁
Tik Tok
City Image
Communication Strategy
Liaoning
作者简介
蔡馥谣,大连外国语大学新闻与传播学院副教授
