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作 者:张放[1] 杨颖[1] Zhang Fang;Yang Ying(School of Journalism,Sichuan University)
出 处:《新闻界》2021年第2期46-56,共11页Journalism and Mass Communication
基 金:四川省学术和技术带头人培养专项资金资助项目“政务微平台典型传播策略的效果测评及优化对策研究”(省人社办发[2015] 100号)。
摘 要:以政务短视频、政务直播为主要样态的移动政务视频以迅猛之势成为政务传播的新"利器",而碎片化作为一种能有效吸引用户并增强用户黏度的策略常用于其内容制作。然而,对其传播效果的检验却并未得到相应的重视。基于符号学视角的2×2多因素组间设计控制实验结果表明,移动政务视频的碎片化策略主要能够提升信息传达效果层面的信息认知度与互动关系效果层面的互动亲密度而对用户产生"卷入效应",但也会在形象构建效果层面降低形象鲜明度和形象好感度;总体而言,其正向效果、尤其是深层正向效果较为有限,应谨慎使用。The mobile government video which takes short video and live stream based on mobile terminal as important forms,has become a new edge with a positive momentum,of which fragmentation is often used in the content production as a strategy that can effectively attract users and enhance user viscosity.Nevertheless,the test of its effect has not received corresponding attention.The result of controlled experiment of 2×2 factorial design between groups based on semiotics shows the involvement effect that the fragmentation of mobile government video can improve the cognition in information dimension and the intimacy in interaction dimension but reduce the intensity and positivity in image dimension.The strategy should be used carefully because of its limitedly positive effects or deep effects.
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