出版科学 ›› 2021, Vol. 29 ›› Issue (6): 55-.

• 发行学 发行工作 • 上一篇    下一篇

短视频平台阅读推广的创新实践及经验
—以 BookTok 阅读社区为例

  

  1. 南京师范大学新闻与传播学院,南京,210097
  • 出版日期:2021-11-15 发布日期:2021-12-01
  • 作者简介:高昊,南京师范大学新闻与传播学院副教授、硕士生导师 ;殷慧敏,南京师范大学新闻与传播学院 2020 级硕士生。

Innovative Practice and Experience of Short Video Participation in Reading
Promotion : A Case Study of BookTok Reading Community

  1. School of Journalism and Communication, Nanjing Normal University, Nanjing, 210097
  • Online:2021-11-15 Published:2021-12-01

摘要:

以抖音海外版(TikTok)平台的阅读社区图书推荐标签(BookTok)为研究对象,通过
介绍 BookTok 社区的概况、视频主题以及主要特征,分析以用户生成内容(UGC)为主的短视频
阅读社区形成阅读效应的原因。在互动交流方面,BookTok 促进了多元种族和文化的平等沟通 ;在
视频创作方面,构思创新和算法推荐扩大了优秀作品的传播空间 ;在情感交流方面,视听结合的传
播手段强化了用户的情绪感知。通过探析 BookTok 促进阅读推广的原因,文章提炼了推动我国全
民阅读的借鉴经验。

Abstract:

This paper takes BookTok, a reading community on TikTok platform, as the
research object. By introducing its background, video themes and main features, this paper
analyzes the reasons for the prosperity in online reading community dominated by UGC short
videos. In terms of interactive communication, BookTok promotes equal communication
between different races and cultures. In terms of video creation, innovative ideas and algorithm
recommendations expand the dissemination space of excellent videos. In the aspect of
emotional communication, the communication means of combining audio and visual strengthen
users’emotional perception. This essay aims to provide good example for the national reading
promotion in China by analyzing the success of BookTok.

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