《人民日报》抖音号短视频传播热度影响因素实证研究  

An Empirical Study on the Influencing Factors of theCommunication Heat of People's Daily's Tiktok Account

作　　者：张燕[1] 尹琰 韦欣宜 ZHANG Yan;YIN Yan;WEI Xin-yi(Communication University of China,Beijing 100024)

机构地区：[1]中国传媒大学经济与管理学院,北京100024

出　　处：《中国传媒大学学报（自然科学版）》2020年第3期6-17,共12页Journal of Communication University of China：Science and Technology

摘　　要：为了了解《人民日报》抖音号短视频的内容传播策略对传播热度的影响机制,以对主流媒体的短视频新闻传播提供方向性指导,本研究从《人民日报》抖音号2019年发布的视频内容中抽取了222条视频作为样本,首先对影响因素及传播热度进行可操作化定义,接着提出研究假设,采用相关性分析、方差分析、分层回归模型等实证方法验证假设,挖掘对传播热度产生显著影响的因素,最终得出结论,并对《人民日报》短视频内容策略提出一些思考和建议。In order to understand the mechanism of how content strategy of People's Daily's TikTok account impacts the communication effect,and to provide directional guidance for mainstream media to produce and release the short news video clips,this study extracts 222 video clips from what were released by the People's Daily's TikTok account in 2019.Firstly,this research defines the influencing factors and Communication Heat.Then,empirical analysis methods such as correlation analysis,variance analysis and hierarchical regression model are used to verify the research hypothesis.Finally,the factors which have significant impacts on the communication heat are found.According to the research results,some thoughts and suggestions are put forward to improve the content strategy of People's Daily's TikTok account.

关 键 词：人民日报 抖音 短视频 传播热度 

分 类 号：G206.3[文化科学—传播学]