重大突发公共卫生事件中政务抖音号信息传播效果影响因素研究——基于25个省级卫健委官方抖音号的实证分析

doi:10.16088/j.issn.1001-6597.2022.04.007

摘要/Abstract

摘要： 政务抖音号作为我国政府机构在抖音平台的官方账号,已经成为公共危机中权威信息发布、危机形势沟通、虚假信息反驳和公共服务供给的重要平台。考虑到公共危机沟通成功与否的关键在于信息到达率和受众对于信息的接受程度,如何最大化公共危机中政务抖音号信息传播效果成为学界和业界共同关注的热点议题。研究以新冠肺炎疫情为背景,以精细加工可能性模型为理论支撑,将视频内容作为核心线索,将社交媒体资本、对话循环、视频时长、视频形式、背景音乐、字幕讲解作为边缘线索构建重大突发公共卫生事件中政务抖音号信息传播效果影响因素模型。基于25个省级卫健委官方抖音号抓取的2 515个样本数据的研究证实:与故事与情感表达类短视频相比,抗疫宣传与动员类会显著提高整体传播效果及传播认同度、传播深度和传播广度三个子维度,但治疗与预防知识类短视频会显著降低整体传播效果;社交媒体资本会显著提升整体传播效果以及传播认同度、传播深度和传播广度三个子维度;对话循环的话题标签“#”维度会积极影响整体传播效果及传播认同度、传播深度和传播广度三个子维度;与卡通动画类短视频相比,图文拼接类和拍摄剪辑类短视频会提升整体传播效果;视频时长会显著负向影响整体传播效果;背景音乐和字幕讲解对整体传播效果及传播认同度、传播深度和传播广度三个子维度的作用不显著。

关键词: 政务抖音, 短视频, 重大突发公共卫生事件, 新冠肺炎疫情, 信息传播效果, 精细加工可能性模型, 对话循环, 社交媒体资本

Abstract: As the official accounts of Chinese government agencies on the Tiktok platform, government Tiktok has become an important tool for authoritative information dissemination, crisis situations communication, misinformation refutation and public service provisions in public crisis. Since the key to the success of public crisis communication lies in the rate of information arrival and the degree of information acceptance, it has become a hot topic in both academic and industrial circles about how to maximize its information communication effect. Following the elaboration likelihood model, this study investigates the effects of the central cues such as content themes and the peripheral cues including social media capital, dialogic loop, video length, background music and subtitle explanation on the information communication effect of government Tiktok accounts over the COVID-19. An analysis of the 2 515 video samples collected from 25 China’s provincial health departments tells the following findings: in terms of the effect of the overall communication effect and its three dimensions, namely depth, breadth and emotion, 1) those about the COVID-19 publicity and mobilization, compared with Tiktok videos related to story and emotion, perform a significant role, in a marked contrast to videos about knowledge of treatment and prevention; 2) social media capital stands out; 3) one dimension of dialogic loop, namely “#”, weighs more; 4) videos with graphic splicing, shooting and editing, compared with videos of cartoon animation, take a positive role; 5) video length talks; 6) background music and subtitle explanation occupy no position.

Key words: government Tiktok, short video, public health emergencies, the COVID-19, communication effect, elaboration likelihood model, dialogic loop, social media capital

中图分类号:

陈强, 彭雅婷. 重大突发公共卫生事件中政务抖音号信息传播效果影响因素研究——基于25个省级卫健委官方抖音号的实证分析[J]. 广西师范大学学报（哲学社会科学版）, 2022, 58(4): 72-85.

CHEN Qiang, PENG Ya-ting. A Study on the Influencing Factors of the Information Communication Effect of Government Tiktok Accounts during Public Health Emergencies: An Empirical Analysis Based on the Official Accounts of 25 Provincial Health Agencies of China[J]. Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition), 2022, 58(4): 72-85.

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