健身类短视频传播效果的影响因素与条件组态研究——基于46个案例的定性比较分析(QCA)
Influencing Factors and Configuration Effect of Fitness Short Video Communication:Qualitative Comparative Analysis Based on 46 Cases(QCA)
孟祥阳 1邹月辉2
作者信息
- 1. 山东体育学院 研究生教育学院,山东 济南 250102
- 2. 南通大学 体育科学学院,江苏 南通 226019
- 折叠
摘要
健身类短视频是促进体育健康知识传播、助力全民健身事业发展的关键载体.本研究运用定性比较分析(QCA)、扎根理论等方法探究健身类短视频传播效果的影响因素及其高效传播的条件组态构型.研究发现,偏感知的话题类别、真人出镜的呈现形式、较为全面的包装手段、较为统一的包装风格是健身类短视频高效传播的潜在必要条件.传播效果较好的健身短视频存在5 种条件组态构型,分别是名人效应助力下的"身份"导向型、身体审美引领下的"展演"导向型、容貌焦虑倒逼下的"知识"导向型、身体媒介助推下的"行为"导向型以及内容与情境双元主导下的多因素联合导向型.据此提出建议:强化专业资质,提升作者身份的可信度;实现精细包装,追求账号风格的一致性;把控内容质量,增强内容生产的创新性;优化呈现方式,增强粉丝参与的效能感;做到定期更新,注重话题生产的连续性.
Abstract
Fitness short video is a key carrier to promote the spread of sports health knowledge and the development of national fitness.Qualitative Comparative Analysis(QCA),grounded theory and other methods were used to explore the influencing factors of the communication effect of fitness short videos and the condition configuration of efficient communication.It is found that the topic category of partial perception,the presentation form of real person on camera,the more comprehensive packaging means,and the more unified packaging style are the potential necessary conditions for the efficient dissemination of fitness short videos.The videos with good communication effects have 5 kinds of configuration,respectively the"identity-oriented"under the help of celebrity effect,"performance-oriented"under the leading of body aesthetics,"knowledge-oriented"under reversed transmission of appearance anxiety,"behavior-oriented"driven by body media,"multi-factor joint orientation"under the dual leadership of content and context.Accordingly,it is suggested that we strengthen the professional qualification and enhance the credibility of the author's identity;achieve fine packaging and pursue account style consistency;control the content quality and enhance the innovation of content production;optimize the presentation method to enhance the self-efficacy of fans'participation;update regularly and pay attention to the continuity of topic production.
关键词
健身短视频/传播效果/定性比较分析/身体媒介Key words
short fitness video/communication effect/qualitative comparative analysis/physical media引用本文复制引用
基金项目
国家社会科学基金一般项目(17BTY062)
出版年
2024
NETL
NSTL
万方数据