【作者】 许静；

【导师】 程洁；

【作者基本信息】 苏州大学 ， 新闻与传播（专业学位）， 2023， 硕士

【摘要】 当前,获取知识的途经丰富多元,知识类视频方兴未艾,受到用户的关注和喜爱,B站作为推动知识类视频走向舞台中央的重要力量,对知识视频的传播有着不可或缺的影响。因此,研究知识视频的传播效果及其影响因素具有重要的理论价值和现实意义。本研究基于精细加工可能性模型的相关结论,结合勒韦兹和斯坦纳模式对传播效果层面的分类,将信息质量和来源可信度作为因变量,将认知层面效果、情感层面效果和行为层面效果作为结果变量,构建研究模型。研究对象为B站知识区,研究样本来自B站知识区具有代表性的45位UP主在2021年1月-5月期间发布的视频。研究方法使用内容分析法和文本分析法并结合相关案例,探究影响知识类视频传播效果的内容因素和叙事因素。基础以上研究,本文得到如下结论。首先,话题类别、视频时长、创作者贡献程度、创作者帐号归属、视频素材来源和创作者权威性对知识类视频传播效果的认知层面和情感态度层面产生影响;专业人士出镜情况仅对传播效果的认知层面产生影响;创作者贡献程度和帐号归属对传播效果的行为层面产生影响。其次,具体分析影响因素发现,话题类别的解释空间影响视频的传播效果;知识类视频的时长集中在6-15分钟或20分钟以上的,对传播效果产生正向作用;创作者的贡献程度与创作者是否稳定更新关系密切,持续稳定的更新有利于搭建系统化的知识网络链条;个人账号比机构/官方账号在移动社交网络中更具传播效力,二者存在竞争差异,形成既冲突又调和的状态;知识类视频的素材呈现拼贴式画面,能够引起用户情绪层面的效果;专业人士出镜在新媒体语境下的传播效果适得其反,专家不再居于传统知识传播的中心地位。据此,本研究提出三种微观组合形式,以优化知识类视频的传播实践。接着,本文使用文本分析法进一步分析了知识类视频传播的叙事因素,由表及里地探究深层次的内在特征。研究发现叙事要素主要包含标题、视角、逻辑、风格及语言五个方面;叙事范式总结为全能全知型叙事范式、知识情境型叙事范式、逻辑贯通型叙事范式、价值功能型叙事范式和情感共鸣型叙事范式五个方面。最后,本研究提出知识视频生产与传播的优化策略,使得研究更具实践意义。更多还原

【Abstract】 Currently,there are various ways to acquire knowledge,and knowledge videos are in the ascendant,attracting users’ attention and affection.As an important force driving knowledge videos to the center of the stage,Bilibili has an indispensable impact on the dissemination of knowledge videos.Therefore,it is of great theoretical significance and practical value to study the communication effects of knowledge videos and their influencing factors.This study is based on the relevant conclusions of the Elaboration Likelihood Model,combined with the classification of communication effects in the Lavidge and Steiner’s models,using information quality and source credibility as dependent variables,and using cognitive,affection and conation response as outcome variables to construct a research model;The research object is the knowledge area of Bilibili,and the research sample is from the video released by 45 representative content curators in the knowledge area of Bilibili from January to May 2021;Using content analysis and text analysis methods,combining relevant cases,explore the content factors and narrative factors that affect the effectiveness of knowledge videos dissemination.On this basis,the following conclusions are obtained in this paper.The first is that topic category,video duration,creator’s contribution,creator’s account affiliation,video material source,and authority have an impact on the cognitive and emotional aspects of knowledge video communication effects.Professional appearance only affects the cognitive aspects of communication effects,while creator’s contribution and account affiliation have an impact on the behavioral aspects of communication effects.Secondly,by analyzing the influencing factors,it is found that the explanatory space of topic categories affects the communication effect of videos;Knowledge videos with a duration of 6-15 minutes or more have a positive impact on the dissemination effect;The degree of contribution of creators is closely related to whether they are stably updated,and continuous and stable updates are conducive to building a systematic knowledge network chain;Personal accounts have more communication effectiveness than institutional/official accounts in mobile social networks,and there are competitive differences between the two,resulting in a state of conflict and reconciliation;The material of the knowledge area video presents a collage image,which can cause users’ emotional effects;The communication effect of professionals appearing in the context of new media is counterproductive,and experts no longer occupy the central position of traditional knowledge dissemination.Based on this,this study proposes three micro combinations to optimize the dissemination practice of knowledge based videos.Then,further analysis of internal narrative factors using textual analysis to explore the deep internal characteristics from the outside to the inside.The study found that narrative elements mainly include five aspects:title,perspective,logic,style,and language;The narrative paradigm can be summarized into five aspects:omnipotent and omniscient narrative paradigm,knowledge situational narrative paradigm,logical breakthrough narrative paradigm,value functional narrative paradigm,and emotional resonance narrative paradigm.Finally,this study proposes optimization strategies for knowledge video production and dissemination,making the research more practical.更多还原