摘要
探讨新媒介环境下大学出版社短视频传播行为的影响因素,有助于大学出版社更好地适应新媒介环境带来的挑战,抓住机遇,实现传播新突破和出版业转型升级。本文选取抖音平台10个粉丝量级超过1.2万的大学出版社作为研究对象,统计其短视频账号中有关图书推荐类短视频619个,去除广告内容和异常值后剩余541个。采用内容分析法和线性回归分析法对其传播效果的影响因素进行探究。结果表明:传播主体中作者本人的图书推荐对传播效果有显著的正向促进作用,封面类型中纯文字封面对传播效果有负向作用,视频发布时间在6点到12点对传播效果有促进作用,短视频使用两句话标题对传播效果有正向促进作用。在对实证结果分析之后,提出了提升大学出版社短视频传播效果的三个建议:第一,要将传播主题统一化;第二,要将传播场景共情化;第三,要将传播主体亲民化。
Exploring the factors that influence the short video dissemination behavior of university presses in the new media environment is crucial for them to adapt better to the challenges posed by this novel landscape,seize opportunities for novel communication breakthroughs,and achieve the transformation and upgrading of the publishing industry.In this study,we selected ten university presses on Douyin with a fan base exceeding 12,000 as our research subjects.We analyzed 619 short videos related to book recommendations in their accounts and removed any outliers and advertising content,leaving us with 541 videos for analysis.We employed both content analysis and linear regression analysis to explore the factors that influence the effectiveness of their dissemination.The results indicate that the author's own book recommendation significantly promotes the dissemination effectiveness in the dissemination subject.The pure text cover negatively affects the dissemination effectiveness in the cover type.The video release time from 6:00 to 12:00 promotes the dissemination effectiveness,and using a two-sentence title in the short video positively promotes the dissemination effectiveness.Based on the empirical results,we suggest three approaches to enhance the dissemination effectiveness of university press short videos:firstly,standardize the dissemination theme;secondly,empathize with the dissemination scene;and thirdly,make the dissemination subject more approachable.
出处
《北京文化创意》
2023年第4期71-81,共11页
Beijing Culture Creativity
关键词
大学出版社
传播效果
抖音短视频
实证分析
University Press
Dissemination Effect
Tiktok Short Video
Empirical Analysis
