阅读"上瘾":视频社会化阅读推广效果的影响因素研究
Reading Addiction:Study on the Influencing Factors of the Socialized Reading Promotion Effect of Video
丁陈雨1
作者信息
- 1. 四川大学公共管理学院,四川成都,610065
- 折叠
摘要
研究社会化阅读推广视频传播效果的组态影响因素对于其内容创作策略具有指导意义.抽取了哔哩哔哩平台的130个视频案例,根据上瘾模型结合符号理论构建了视频社会化阅读推广效果影响因素模型,总结出影响其传播效果的7个因素,并应用模糊集定性比较分析方法进行组态路径分析,得到感知好奇触发型、群体情绪共鸣型、垂直内容深耕型和多元内容触达型4条解释路径,根据研究结果提出把控内容夯实视频质量、注重创作要素编排、设计情感互动引领群体共鸣等社会化阅读推广视频创作策略,旨在提高视频传播效果,促进全民阅读.
Abstract
Studying the configuration influencing factors of the dissemination effect of the socialized reading promotion of video has guiding significance for their content creation strategies.This paper selects 130 video cases from the Bilibili platform,based on the hooked model and symbol theory,constructs a factor model for the influencing factors of the social-ized reading promotion effect of video,summarizes seven factors affecting its dissemination effect,applies the fuzzy set qualitative comparative analysis method for configuration path analysis,obtaining four explanatory paths:perceived curi-osity triggered type,group emotional resonance type,vertical content deepening type,and diverse content reaching type.Based on the research results,social reading promotion strategies for video creation are proposed,including controlling content to strengthen video quality,emphasizing the arrangement of creative elements,designing emotional interactions to lead group resonance,etc.The aim is to improve the effectiveness of video dissemination and promote public reading.
关键词
社会化阅读/阅读推广/传播效果/模糊集定性比较分析/上瘾模型Key words
social reading/reading promotion/communication effect/fsQCA/the hooked model引用本文复制引用
出版年
2024
NETL
NSTL
万方数据