【作者】 王颖；

【导师】 石姝莉；

【作者基本信息】 辽宁大学 ， 传播学， 2023， 硕士

【副题名】以B站为例

【摘要】 中视频作为长短视频缺陷的重要补充,兼顾着知识的内容密度与用户的注意力,在产品测评、美妆科普、知识学习等方面拥有独特的优势,无疑会成为更有前景的视频形式。为了促进中视频在知识普惠方面的健康发展,首先要对中视频媒介的知识内容框架有所了解,才能从中分析出其在知识传播过程中的有利之处,通过调整其不足去放大优势。本文以台湾学者提出的新闻框架三层次理论,将知识框架应用于视频媒介分析中,借助框架理论去探索中视频的知识框架问题。B站作为中视频发展的阵地之一,凭借着亚文化聚集与独特的弹幕互动体验构筑了 B站生机勃勃的内容生态。故本文以B站人文社科知识类的中视频作为研究对象,参考2021年B站百大UP主名单,筛选出符合人文社科知识类的9个账号,涉及文学、历史学、经济学、法学、心理学等不同人文社科领域。选取其在2021年1月1日至2021年12月31日发布的365篇中视频样本,基于高中低三层次框架,通过对数据进行分析的量化方式,去研究B站人文社科知识类的中视频内容框架特点以及内容框架逻辑。据此提出以下假设:研究假设1:知识主题类别与知识议题显著相关。研究假设2:知识内容基调与知识议题显著相关。研究假设3:知识主题类别与知识来源显著相关。研究假设4:知识主题类别与知识呈现形式显著相关。研究假设5:知识主题类别与知识连贯程度显著相关。研究假设6:知识内容基调与知识呈现形式显著相关。研究假设7:知识内容基调与解说显著相关。研究假设8:知识议题与画面包装显著相关。研究假设9:情节与视频时长显著相关。经过数据分析证明以上研究假设成立,并在实证研究的基础上,本文进一步总结出B站知识类中视频的内容框架,即人文社科知识类的议题更加多元,借助视频媒介能带给用户独特的知识感知体验,而B站独一无二的参与式协作的学习氛围又有利于知识转化。与此同时,存在的问题有知识表达泛娱乐化、知识边界有待拓宽、知识可持续存疑。在此基础上,本文从内容创作质量、商业变现途径、保护创作权、技术创新几个方面,提出要依托影视叙事手法和专业视听制作水准拓展情节增强内容创作质量、平台协助支持创作者以更个性化的商业手段来实现商业变现、积极开展版权肃清专项行动去维护创作者的权益、利用5G、AR、VR技术来提高可视化知识对受众的吸引力的提升策略。更多还原

【Abstract】 As an important supplement to the defects of short and long videos,Chinese video takes into account the content density of knowledge and the attention of users,and has unique advantages in product evaluation,beauty science popularization,knowledge learning and other aspects.Undoubtedly,it will become a more promising video form.In order to promote the healthy development of Chinese video in knowledge inclusion,it is necessary to first understand the knowledge content framework of Chinese video media,so as to analyze the advantages of Chinese video media in the process of knowledge transmission,and enlarge the advantages by adjusting its shortcomings.Based on the three-level theory of news framework proposed by Taiwan scholars,this paper applies knowledge framework to video media analysis and explores the knowledge framework of Chinese video with the help of frame theory.As one of the fronts for the development of Chinese video,Station B has built a vibrant content ecology by virtue of subculture gathering and unique bullet screen interactive experience.Therefore,this paper takes the Chinese videos of the humanistic and social science knowledge of Station B as the research object,and selects 9 accounts that meet the humanistic and social science knowledge by referring to the 2021 "Top 100 UP" main list of Station B,involving different humanistic and social science fields such as literature,history,economics,law and psychology.This paper selects 365 video samples released from January 1,2021 to December 31,2021.Based on the three-level framework of high,middle and low levels,this paper studies the features and content framework logic of the video content framework of the humanities and social science knowledge of Station B through the quantitative method of data analysis.Accordingly,the following hypothesis is proposed:Research hypothesis 1:knowledge topic categories are significantly correlated with knowledge topics.Research hypothesis 2:The tenor of knowledge content is significantly related to knowledge issues.Research hypothesis 3:Knowledge subject categories are significantly correlated with knowledge sources.Research hypothesis 4:Knowledge topic categories are significantly correlated with knowledge presentation forms.Research hypothesis 5:Knowledge topic categories are significantly correlated with knowledge coherence.Research hypothesis 6:The tenor of knowledge content is significantly related to the form of knowledge presentation.Research hypothesis 7:Knowledge content tone is significantly related to interpretation.Research hypothesis 8:Knowledge issues are significantly related to picture packaging.Research hypothesis 9:Plot is significantly correlated with video duration.Data analysis proves that the research hypothesis is valid,and on the basis of empirical research,this paper further summarizes the content framework of video in the knowledge category of Bilibili,that is,the topics of humanistic and social science knowledge are more diversified,the video media can bring users unique knowledge perception experience,and the unique participatory collaborative learning atmosphere of Bilibili is conducive to knowledge transformation.At the same time,there are some problems,such as the entertainment of knowledge expression,the broadening of knowledge boundary and the doubt of knowledge sustainability.On this basis,from the aspects of content creation quality,commercial realization approach,creative right protection and technological innovation,It puts forward the promotion strategy of expanding plot and enhancing content creation quality by relying on film and television narrative techniques and professional audio-visual production level,assisting and supporting creators to realize commercial realization by more personalized commercial means,actively carrying out special action of copyright removal to safeguard the rights and interests of creators,and using 5G,AR and VR technologies to improve the appeal of visual knowledge to audiences.更多还原