中国文化在视频自媒体的传播效果及其影响因素分析——基于YouTube的样本挖掘与实证研究  

Effects of Chinese Culture's Communication on Vedio We-media and Its Influencing Factors——A Sample Mining and Empirical Research on YouTube

作　　者：徐翔[1] XU Xiang(College of Arts ＆ Media, Tongji University, Shanghai 201804, China)

机构地区：[1]同济大学艺术与传媒学院,上海201804

出　　处：《北京邮电大学学报（社会科学版）》2016年第5期1-7,共7页Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)

基　　金：国家社会科学基金项目(13CXW050);同济大学青年英才计划项目(0600219077)

摘　　要：中国文化的"走出去"和国际传播面临新媒介语境带来的巨大契机和挑战。You Tube是重要和典型的国际新兴媒体,具有自媒体、视频媒体及社交媒体等多种特征,同时也是规模和流量居于全球领先的重要网络平台。通过网络挖掘、统计分析等手段对中国文化在You Tube的传播效果进行研究,从包括内容、传者等在内的多层面分析其传播效果的影响因素。分析结果显示,内容丰富度、内容倾向性、内容话题度、内容类型、传者影响力、传者扩散力与中国文化在You Tube的传播效果具有显著相关性。基于实证分析的结果可为我国的国际传播实践提供优化对策支撑。The international communication and ＂going out＂strategy of Chinese culture is confronted with huge opportunities and challenges brought by new media. You Tube,with its characteristics of social media,we media and video media,is an important and typical international new media,and is also an important Internet platform whose scale and flow is in a leading role. Communication effects of Chinese culture on You Tube is researched through statistical tests and analysis,and the influencing factors of the communication effect is analyzed from many aspects such as content and communicator. The results show that content richness,content orientation,controversial degree,content type,communicators＇ influence,communicators＇ diffusion force have significant correlation with the communication effects of Chinese culture on You Tube. The results can provide the optimization countermeasures for our country＇s international communication practice.

关 键 词：中国文化 国际传播 YOUTUBE 传播效果 自媒体 

分 类 号：G206.2[文化科学—传播学] G112