摘要
目的 探究抖音平台儿童非故意伤害预防科普短视频的特征和存在问题,为儿童非故意伤害预防科普短视频的制作和传播提供借鉴.方法 选取在抖音平台儿童非故意伤害预防科普领域传播影响力较高的4个官方账号和6个自媒体账号,筛选出每个账号点赞量最高的前10个视频,共100个视频纳入本研究.采用内容分析法从传播主体、平台运营、呈现形式和传播效果四个层次开展研究.结果 视频科普内容基本涵盖了常见的儿童非故意伤害类型,官方账号与自媒体账号在原创情况、互动情况以及视频类型、画面比例、解说方式、配乐、时长、封面设计方面存在差异(P＜0.05);两者账号视频的点赞量和评论量之间差异有统计学意义(P＜0.05),即传播效果存在差异;视频传播效果与原创情况、互动情况、视频类型、画面比例、配乐和封面设计存在显著影响(P＜0.05).结论 儿童非故意伤害预防科普短视频应重视封面设计、制作适应平台和用户特征的内容、发挥权威专家优势并积极进行粉丝维护.
Abstract
Objective To dtermine usefulness of short videos on the TikTok platform for children's unintentional injury prevention,and to provide reference for the production and dissmination of such short videos.Methods Four official accounts and six self-media accounts with high dissemination and influence in children's unintentional injury prevention on the Tiktok platform were selected,and the top 10 videos with the highest number of likes for each account were screened,with a total of 100 videos included in this study.The method of content analysis was used to carry out the study at four levels:dissemination subject,platform operation,presentation form and dissemination effect.Results The video popularization content basically covered common types of unintentional injury of children,and there were differences between the official account and the self-media account in terms of originality,interaction,video types,screen ratio,narration,music score,duration and cover design(P＜0.05).There was a statistically significant difference between the likes and comments of videos on both accounts(P＜0.05).The video dissemination effect had a significant impact on the original content,interaction,video types,screen ratio,music score,and cover design(P＜0.05).Conclusion Short videos on children's unintentional injury prevention should emphasize cover settings,produce content adapted to the characteristics of the platform and users,take advantage of authoritative experts and actively maintain fans.
基金项目
山东省教育厅重点研发计划项目(2017GSF18131)
NETL
NSTL
万方数据