| 政务B站号信息传播效果影响因素与实证研究 |
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| 引用本文： | 陈强,张杨一,马晓悦,曾润喜.政务B站号信息传播效果影响因素与实证研究[J].图书情报工作,2020,64(22):126-134. |
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| 作者姓名： | 陈强 张杨一 马晓悦 曾润喜 |
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| 作者单位： | 1.西安交通大学新闻与新媒体学院 西安 710049;2.重庆大学新闻学院 重庆 401331 |
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| 基金项目： | 本文系国家社会科学基金青年项目"政务新媒体对青年群体的政治影响研究"（项目编号：17CXW026）研究成果之一。 |
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| 摘 要： | 目的/意义] 作为政府与青年群体沟通的重要平台，政务Bilibili账号的信息传播效果直接决定其沟通效率和效果。对政务Bilibili账号信息传播效果影响因素的研究有利于沟通效果的提升。方法/过程] 本研究基于共青团中央Bilibili账号的471个样本，采用内容分析和回归分析等系统考察内容主题、视频类别、封面图类型、屏幕形式、字幕、组织形式、剪辑率和视频时长等因素对政务Bilibili账号信息传播效果的影响。结果/结论] 结果表明，科技类、音乐类和时尚类主题的视频能够提升整体传播效果，科技类视频的贡献度最高；情景剧、实拍视频和监控视频都正向显著影响整体传播效果，实拍视频的贡献度最高。视频剪辑率、竖屏视频、字幕添加、合作创作等均能显著提高整体传播效果，竖屏在整体传播效果模型中的贡献度最大。视频时长和封面图的作用不显著。政务Bilibili账号运营应充分释放青年的爱国势能、创新视频形式、优化视频制作流程、创新组织形式。
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| 关 键 词： | 政务B站号 政务新媒体 传播效果 内容分析 |
| 收稿时间： | 2020-06-03 |
| 修稿时间： | 2020-08-22 |
The Influence Factors and Empirical Research of the Information Communication Effect of Government Official Accounts on Bilibili |
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| Chen Qiang,Zhang Yangyi,Ma Xiaoyue,Zeng Runxi.The Influence Factors and Empirical Research of the Information Communication Effect of Government Official Accounts on Bilibili[J].Library and Information Service,2020,64(22):126-134. |
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| Authors: | Chen Qiang Zhang Yangyi Ma Xiaoyue Zeng Runxi |
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| Institution: | 1.School of Journalism and New Media, Xi'an Jiaotong University, Xi'an 710049;2.School of Journalism and Communication, Chongqing University, Chongqing 401331 |
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| Abstract: | Purpose/significance] As one of the important channels for the communication between governments and young citizens, the information communication effect of government agencies' official accounts on Bilibili determines the communication efficiency and effect. Thus, studying on the influence factors of the information communication effect of these accounts will benefit the communication effect.Method/process] By using the content analysis and regression analysis, this study took 471 samples of the official account of The Central Committee of the Communist Young League in Bilibili as an example to systematically explore the influence of content theme, video category, the image of cover, screen format, subtitles, organizational form, editing rate, and video duration on the communication effect of government accounts in Bilibili.Result/conclusion] The results show that the theme of technology, music, and fashion can improve the overall communication effect, and technology videos have the highest contribution; melodrama, live video, and surveillance video all significantly affect the overall communication effect, and live video has the highest contribution. What's more, video clip rate, vertical screen video, subtitle addition, collaborative creation, etc. can make a positive effect as well. The vertical screen contributes the most. Yet video duration and covers are not significant. The operation of government Bilibili accounts should fully release the patriotic emotion of youth, make some innovations on the video form, optimize the process of making videos and make some innovations on the organization form. |
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| Keywords: | government accounts on Bilibili government social media communication effect content analysis |
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