出版科学 ›› 2021, Vol. 29 ›› Issue (5): 71-.

• 发行学 发行工作 • 上一篇    下一篇

图书推荐类短视频叙事策略及其传播效果研究

  

  1. 浙江传媒学院新闻与传播学院,杭州,310018
  • 出版日期:2021-09-15 发布日期:2021-10-04
  • 作者简介:陆朦朦,管理学博士,浙江传媒学院新闻与传播学院讲师。
  • 基金资助:
    本文系国家社会科学基金项目“基于文化共识的中国版权输出供需错位矫正与绩效评价研究
    (18BXW038)、浙江省哲学社会科学规划项目“全球价值链视角下中国数字版权贸易竞争力研究”(22NDQN259YB)
    研究成果之一。

A Study on the Narrative Strategy and Communication Effect of Short Video for
Book Recommendation

  1. School of Journalism and Communication,Communication University of Zhejiang,Hangzhou,310018
  • Online:2021-09-15 Published:2021-10-04

摘要:

聚焦于图书推荐类短视频的叙事策略,通过内容分析法对抖音短视频平台“都靓阅读”
账号“好书分享”标签下的 167 个有效短视频样本进行分析,归纳总结图书推荐类短视频的叙事
主题和叙事策略,梳理出情境设置型叙事模式、问题引导型叙事模式、情感共鸣型叙事模式、热
点追踪型叙事模式和内容还原型叙事模式五种较为典型的叙事模式。在此基础上,通过线性回归
分析方法检验叙事主题(图书类别、图书国别等)以及叙事策略(叙事标题、叙事元素、叙事模
式和叙事时长等)对图书推荐类短视频传播效果的影响,并提出兼顾叙事主题的吸引力与共情力、
叙事形式的流程化和创新性、叙事技巧的情感化与内容性等针对性策略。

关键词:

Abstract:

This research focuses on the narrative strategy of short videos for book
recommendation, and analyzes 167 effective short video samples under the“Good Book
Sharing”tab of the Douyin short video platform “Duliang Reading”account through content
analysis, and summarizes the narrative themes and narrative strategies of short videos. The
study sorts out five typical narrative modes : situational narrative mode, problem-guided narrative
mode, emotional resonance narrative mode, hot spot tracking narrative mode and content
restoration narrative mode. On this basis, the linear regression analysis method is used to test the
influence of narrative themes(book category, book country, etc.)and narrative strategies(narrative
title, narrative elements, narrative mode and narrative duration, etc.)on the spread effect of
short videos for book recommendation. It also proposes targeted strategies that take into account
the attractiveness and empathy of the narrative theme, the process and innovation of narrative
forms, and the emotional and content of narrative techniques.

Key words:

Communication effect

中图分类号: