摘要
以信息的精细加工可能性模型为理论基础,依据B站科普视频传播情况,设置B站科普视频传播效果评价指标和影响因素指标,构建B站科普视频的传播效果影响因素理论模型。基于B站439条科普视频样本,通过内容分析和回归分析等方法考察传播主体、传播内容、视频形式因素对传播效果的影响。分析发现,视频传播主体的粉丝总量、互动行为、组织形式、内容主题、是否结合时事热点、是否原创、语言风格、“梗”或“段子”以及表情包使用情况、视频时长、标题句式用语和音乐音效因素都能够在不同程度上影响视频的传播效果。研究结果可为有效提升B站科普视频传播效果提供参考价值。
The BiliBili barrage video website(abbreviated as station B)is developing rapidly,and its influence in science communication increasingly.Based on the possibility model of fine processing of information,and according to the dissemination of popular science videos at Station B,this paper sets the evaluation index and influencing factor index of the dissemination effect of popular science videos at Station B,and constructs the theoretical model of the influencing factors of the dissemination effect of video.Based on 439 popular science video samples from Station B,this paper systematically investigates the influence of communication subject,communication content and video form on communication effect by means of content analysis and regression analysis.The results found that video transmission amount of fans,interactive behavior,organization,content theme,whether combined with the current event hot spot,whether the original,language style,"stem"or"jokes"bag usage and expression,the video time,title,sentence patterns,language and music sound factors can influence the transmission of video effect in different degree.The results can provide reference value for effectively improving the effect of science popularization video communication in station B.
作者
陶贤都
李蕾
TAO Xiandu;LI Lei(College of Journalism and Communication,Hunan University;不详)
出处
《科学教育与博物馆》
2022年第6期48-57,共10页
Science Education and Museums
关键词
哔哩哔哩
科普视频
传播效果
影响因素
Bilibili
Science video
Communication effect
Influencing factors
