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  

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

作　　者：高昊[1] 殷慧敏 Gao Hao;Yin Huimin(School of Journalism and Communication,Nanjing Normal University,Nanjing,210097)

机构地区：[1]南京师范大学新闻与传播学院,南京210097

出　　处：《出版科学》2021年第6期55-65,共11页Publishing Journal

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。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 in teractive communication,BookTok promotes equal comm un ication 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.

关 键 词：短视频 抖音海外版 阅读推广 阅读社区 图书推荐标签 

分 类 号：G235[文化科学]