在线健康传播运动传播效果及其影响因素研究——以优酷网“渐冻症冰桶挑战”为例
发布时间：2018-10-25 07:29
【摘要】：本研究以优酷网为例,以说服理论为指导,分析了"冰桶挑战"运动在中国社会化媒体的传播特征以及传播效果。本研究首先利用文本挖掘方法呈现了参与"冰桶挑战"的用户对于"渐冻症人"疾病的认知度以及情感态度的演化。研究发现,用户对于事件的认知度以及对视频信息的评价在该项运动进入中国后的10天左右出现转折,即用户认知度先上升再下降;同时积极情绪占比先上升后下降,消极情绪占比先降低后升高。本研究继而根据说服理论,利用"分层线性模型"分析了视频信息"诉诸事实"策略以及"诉诸情感"策略的传播效果。研究发现,"诉诸事实"策略有效提升了用户对事件的认知度;而"诉诸情感"策略则提高了用户对于信息的积极评价。本研究检验了说服理论在社会化媒体平台的适用性;同时为有效地设计在线健康传播运动提供了实践指导意义。
[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.
【作者单位】： 北京师范大学数字媒体系;中国劳动保障报社;中国科学院大学人文学院;
【分类号】：G206
，
本文编号：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.
【作者单位】： 北京师范大学数字媒体系;中国劳动保障报社;中国科学院大学人文学院;
【分类号】：G206
，
本文编号：2293041
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