广西师范大学学报（哲学社会科学版） ›› 2022, Vol. 58 ›› Issue (1): 133-144.doi: 10.16088/j.issn.1001-6597.2022.01.012

• 传播治理 • 上一篇    

短视频多平台传播效果差异及其影响因素研究

曾润喜1, 2, 莫敏丽1   

  1. 1.重庆大学 新闻学院,重庆 401331;
    2.重庆大学 智能媒体与计算传播研究中心,重庆 401331
  • 收稿日期:2022-01-05 出版日期:2022-01-25 发布日期:2022-05-30
  • 作者简介:曾润喜(1984—),男,湖南隆回人,重庆大学新闻学院教授、博士生导师,智能媒体与计算传播研究中心主任,管理学博士,研究方向:传播与公共政策、媒体融合与传媒发展。
  • 基金资助:
    重庆英才计划“包干制”项目基础研究与前沿探索类“青少年网络舆情大数据预警体系与引导机制研究”(cstc2021ycjh-bgzxm0194)

Research on the Differences of Communication Effect and Its Influencing Factors of Short Videos on Multi-platform

ZENG Run-xi1,2, MO Min-li1   

  1. 1. School of Journalism and Communication, Chongqing University, Chongqing 401331 , China;
    2. Center for Intelligent Media and Computational Communication, Chongqing University, Chongqing 401331, China
  • Received:2022-01-05 Online:2022-01-25 Published:2022-05-30

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摘要： 短视频平台已逐渐成为主流媒体舆论宣传的新阵地与流量聚集地,同一主流媒体在多个视频平台的传播效果可能具有差异。抽取“央视新闻”B站号与快手号698条短视频作为样本数据,考察主题类型、字幕使用、屏幕形式、标题内容以及视频类型等因素对短视频多平台的传播效果及其传播广度、传播认同度和传播参与度等子维度的差异化影响,研究表明:短视频主题类型、屏幕形式、标题内容及视频类型对短视频多平台的传播效果产生差异化影响,字幕使用对传播效果并无显著影响。主流媒体应注重短视频平台间的差异,推动短视频内容的平台差异化建设,以满足用户个性化需求。

关键词: 短视频平台, 媒体融合, 主流媒体, 央视新闻, 传播效果

Abstract: Short video platform has become a new frontier and a gathering of viewership to guide public opinion for mainstream media. The same mainstream tone may draw different responses on different short video platforms. This paper, by selecting 698 short videos from “CCTV News” on Bilibili and Kuaishou as the sample data, investigates how the theme type, subtitle usage, screen form, title content and video type impact on the communication effect, scale, recognition and participation of short videos on multi-platforms. Except the subtitle usage, the research shows, the other three factors bear significant impact. The mainstream media, it is suggested, should cast attention to the differences between short video platforms so as to promote the platform differentiation construction of short videos, thereby providing tailored services for netizens.

Key words: short video platform, media convergence, mainstream media, CCTV News, communication effect

中图分类号: 

  • G206
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