在線健康傳播運(yùn)動(dòng)傳播效果及其影響因素研究——以優(yōu)酷網(wǎng)“漸凍癥冰桶挑戰(zhàn)”為例
發(fā)布時(shí)間：2018-10-25 07:29
【摘要】：本研究以優(yōu)酷網(wǎng)為例,以說(shuō)服理論為指導(dǎo),分析了"冰桶挑戰(zhàn)"運(yùn)動(dòng)在中國(guó)社會(huì)化媒體的傳播特征以及傳播效果。本研究首先利用文本挖掘方法呈現(xiàn)了參與"冰桶挑戰(zhàn)"的用戶對(duì)于"漸凍癥人"疾病的認(rèn)知度以及情感態(tài)度的演化。研究發(fā)現(xiàn),用戶對(duì)于事件的認(rèn)知度以及對(duì)視頻信息的評(píng)價(jià)在該項(xiàng)運(yùn)動(dòng)進(jìn)入中國(guó)后的10天左右出現(xiàn)轉(zhuǎn)折,即用戶認(rèn)知度先上升再下降;同時(shí)積極情緒占比先上升后下降,消極情緒占比先降低后升高。本研究繼而根據(jù)說(shuō)服理論,利用"分層線性模型"分析了視頻信息"訴諸事實(shí)"策略以及"訴諸情感"策略的傳播效果。研究發(fā)現(xiàn),"訴諸事實(shí)"策略有效提升了用戶對(duì)事件的認(rèn)知度;而"訴諸情感"策略則提高了用戶對(duì)于信息的積極評(píng)價(jià)。本研究檢驗(yàn)了說(shuō)服理論在社會(huì)化媒體平臺(tái)的適用性;同時(shí)為有效地設(shè)計(jì)在線健康傳播運(yùn)動(dòng)提供了實(shí)踐指導(dǎo)意義。
[Abstract]:Taking Youku as an example and persuasion theory as the guide, this study analyzes the communication characteristics and effects of Ice Bucket Challenge in Chinese social media. In this study, firstly, text mining method was used to present the cognition and emotional attitude of the users involved in the "Ice Bucket Challenge". The study found that the user's awareness of the event and the evaluation of the video message took a turning point about 10 days after the movement entered China, that is, the user's awareness rose first and then decreased, while the proportion of positive emotions rose first and then decreased. The proportion of negative emotions decreased first and then increased. According to the theory of persuasion, this study uses the hierarchical linear model to analyze the communication effect of the "appeal to fact" strategy and the "appeal to emotion" strategy of video information. It is found that the "appeal to fact" strategy effectively enhances the user's awareness of the event, while the "appeal to emotion" strategy enhances the user's positive evaluation of the information. This study examines the applicability of persuasion theory in social media platforms and provides practical guidance for the effective design of online health communication campaigns.
【作者單位】： 北京師范大學(xué)數(shù)字媒體系;中國(guó)勞動(dòng)保障報(bào)社;中國(guó)科學(xué)院大學(xué)人文學(xué)院;
【分類號(hào)】：G206
，
本文編號(hào)：2293041
[Abstract]:Taking Youku as an example and persuasion theory as the guide, this study analyzes the communication characteristics and effects of Ice Bucket Challenge in Chinese social media. In this study, firstly, text mining method was used to present the cognition and emotional attitude of the users involved in the "Ice Bucket Challenge". The study found that the user's awareness of the event and the evaluation of the video message took a turning point about 10 days after the movement entered China, that is, the user's awareness rose first and then decreased, while the proportion of positive emotions rose first and then decreased. The proportion of negative emotions decreased first and then increased. According to the theory of persuasion, this study uses the hierarchical linear model to analyze the communication effect of the "appeal to fact" strategy and the "appeal to emotion" strategy of video information. It is found that the "appeal to fact" strategy effectively enhances the user's awareness of the event, while the "appeal to emotion" strategy enhances the user's positive evaluation of the information. This study examines the applicability of persuasion theory in social media platforms and provides practical guidance for the effective design of online health communication campaigns.
【作者單位】： 北京師范大學(xué)數(shù)字媒體系;中國(guó)勞動(dòng)保障報(bào)社;中國(guó)科學(xué)院大學(xué)人文學(xué)院;
【分類號(hào)】：G206
，
本文編號(hào)：2293041
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