摘要
作为两种不同属性的媒介形态,图书和短视频的结合有着互补优势,有助于实现出版业转型升级和深入推进全民阅读。以抖音平台为例,选取25个头部图书短视频账号的745个视频为研究样本数据,采用内容分析和回归分析等方法探究影响抖音图书短视频传播效果的关键因素。结果表明,文化传播公司、知名作者、读书博主制作的短视频能够提升整体传播效果,其中知名作者的贡献最大;视频封面为纯文字、“文字+图片”的短视频能够改善传播效果;知识科普、个人感悟、作者相关类主题的短视频传播效果较好;搞笑幽默、轻松娱乐、抒情感性类叙事风格的短视频能够提升传播效果;标题长度为两句、3分钟以上短视频的传播效果最显著。
As two media forms with different attributes,the combination of books and short videos has complementary advantages and helps to realize the transformation and upgrading of the publishing industry and promote reading for all people in depth.Taking the Tik Tok platform as an example,745 videos from 25 head book short video accounts were selected as the research sample data,and R software was applied to explore the key factors affecting the dissemination effect of book short videos on Tik Tok by using content analysis and regression analysis.The results show that short videos produced by cultural communication companies,famous authors and book bloggers can improve the overall communication effect,among which the contribution of famous authors is the largest;short videos with pure text on the cover and "text+image" can improve the communication effect;short videos with knowledge and popularization,personal insight and author-related topics have better communication effect Short videos with funny and humorous,light-hearted and entertaining,and lyrical and emotional narrative styles can improve the communication effect;short videos with two sentences and more than 3 minutes of title length have the most significant communication effect.
出处
《北京文化创意》
2022年第4期89-96,共8页
Beijing Culture Creativity
基金
国家社科基金重点项目“大数据时代青少年网络意识形态引导研究”(项目编号:20AXW010)。
关键词
抖音平台
图书短视频
传播效果
回归分析
Tik Tok platform
Book short videos
Dissemination effect
Regression analysis
作者简介
陈维超,湖南师范大学新闻与传播学院教师,博士后,硕士生导师,研究方向为媒介效应;宋润宇,湖南师范大学新闻与传播学院学生,研究方向为新媒体营销;王璐,湖南师范大学新闻与传播学院学生,研究方向为新媒体传播。
