| 短视频社会化阅读推广效果分析——以抖音短视频为例 |
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| 引用本文： | 徐彤阳,李婷.短视频社会化阅读推广效果分析——以抖音短视频为例[J].图书馆,2021(2):74-81. |
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| 作者姓名： | 徐彤阳 李婷 |
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| 作者单位： | 山西财经大学信息学院 |
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| 基金项目： | 2020年度山西省回国留学人员科研资助项目“基于数字人文的山西省城市记忆资源开发策略研究”(项目编号:2020-098);2019年度山西省研究生教育改革研究课题“元素养教育下融入学术情景的研究生信息检索课程教学模式探索”(项目编号:2019JG140);2019年山西财经大学教改课题“新媒体时代基于元素养的信息检索课程教学模式探讨”(项目编号:2019218)的研究成果之一。 |
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| 摘 要： | 短视频行业的发展为阅读推广带来了新的发展模式。文章以抖音短视频为例,从相关性和重要性两个角度分别对评论信息进行定性和定量分析,发现阅读推广效果在短视频社会化主体中存在着主题性差异以及短时间的关注高峰期。阅读环境、需求效应在促进用户认知和行为改变过程中作用显著。文章提出从短视频社会化主体阅读推广的阅读环境、用户间互动交流的机会、关注用户反馈和情感阅读体验等方面进行改善,以期有效提升阅读推广成效。
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| 关 键 词： | 短视频 抖音 社会化主体 阅读推广 扎根理论 情感倾向 |
Analysis of the Socialized Reading Promotion Effect of Short Video:Take TikTok Short Video as a Case |
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| Xu Tongyang,Li Ting.Analysis of the Socialized Reading Promotion Effect of Short Video:Take TikTok Short Video as a Case[J].Library,2021(2):74-81. |
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| Authors: | Xu Tongyang Li Ting |
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| Institution: | (College of Information,Shanxi University of Finance and Economics) |
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| Abstract: | The rapid development of the short video industry has brought new models to the reading promotion.Taking TikTok short video as an example,the review information was qualitatively and quantitatively analyzed from the perspective of relevance and importance.It is found that the reading promotion effect has thematic differences in the short video franchise mode,and short period of attention peak.The reading environment and demand effect play a significant role in promoting the process of user cognition and behavior change.The article proposes to improve the reading environment of short video from socialized subject reading promotion,opportunities for interaction and communication between users,attention to user’s feedback and emotional reading experience,in order to effectively enhance the effectiveness of reading promotion. |
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| Keywords: | Short video TikTok Socialized subject Reading promotion Grounded theory Emotional tendency |
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