大运河文化带(江苏段)的传播效能研究——基于搜索指数与文本分析  

Study on the Communication Efficiency of The Grand Canal Cultural Belt(Jiangsu Section):Based on Search Index and Text Analysis

作　　者：何淼 李惠芬[1] HE Miao;LI Hui-fen(Nanjing Academy of Social Sciences,Nanjing,Jiangsu 210018)

机构地区：[1]南京市社会科学院,江苏南京210018

出　　处：《艺术百家》2020年第6期52-57,共6页Hundred Schools In Arts

基　　金：2020年度南京市社会科学基金项目“‘十四五’时期南京文化发展的突破点研究”(项目编号:20ZD04)阶段性成果之一。

摘　　要：基于百度搜索指数、GoogleTrends搜索指数与ROST文本分析发现,在传播热度上,大运河文化带(江苏段)呈现出热点事件影响度显著、关注热度区域差异显著、受关注度与旅游形象存在较强关联等特征;在传播效果上,呈现出感知内容集中、感知维度多元、情感体验积极等特征。但同时也存在省内传播效果“南北”差异突出、热点事件可持续传播周期短、“走心”式传播内容不足、国际传播重视不够等问题。应从提升文化传播站位、解码江苏运河文化、建设优质传播渠道、强化国际表达能力四个方面提升传播效能,塑造新时代大运河文化带传播的“江苏样板”。Based on analysis of Baidu Index,Google Trends and text analysis of ROST content mining,it is found that in terms of popularity,the Grand Canal Cultural Belt(Jiangsu section)shows the characteristics of hot events with significant influence degree,notable differences in regional concerns and strong association between gained attention international tourism image while in terms of communication effect,it shows the characteristics of concentration of per­ceptual content,multidimensionality of perception and positive emotional experience.However,there are also some problems,such as the“north-south”difference in the communication effect within the province,the short communi­cation cycle of hot events,the lack of touching contents and the insufficient attention to the international communica­tion.The communication efficiency should be improved from four aspects so as to set a Jiangsu model of communica­tion of Grand Canal Cultural Belt in the new era,namely,the improvement of cultural communication station,the de­coding of Jiangsu Canal culture,the construction of high-quality communication channels,and the strengthening of international expression ability.

关 键 词：搜索指数 文本分析 大运河文化带(江苏段) 传播效能 

分 类 号：J02[艺术—艺术理论]