基于双因素模型的中国文化视频传播效果分析  

Analysis of the Diffuse Effect of Chinese Cultural Video Based on two-Factor Model

作　　者：袁梓潆 甘浩辰[2] Yuan Ziying;Gan Haochen

机构地区：[1]成都信息工程大学外国语学院 [2]四川大学新闻学院,四川成都610064

出　　处：《中华文化论坛》2023年第1期95-105,188,共12页Journal of Chinese Culture

摘　　要：本文基于传播计划理论,构造了准实验环境下的2×2析因设计方案,并收集海外视频网站上中国文化主题视频下的海外受众评论内容,结合情感分析等自然语言处理方式,探究了中国文化主题视频的内容取向以及言语陈述双因素在海外视频网站中传播效果的影响。内容取向仅显著影响海外受众的认知,而言语陈述则会同时显著影响海外受众的认知与情绪,并且内容取向与言语陈述在不同组合水平下会形成不同形态的“认知洞”。应当重视中国海外文化视频中的言语陈述要素的影响,并在制作视频内容时关注传播内容的不同对受众认知与情绪的影响差异。Most studies on Chinese cross-cultural diffuse video attach importance to the analysis of the material content and production process of video,but lack the dual analysis of content and form and the investigation of diffuse effect on this basis.Based on the theory of communication planning,this paper constructs a 2×2 factorial design scheme in a quasi-experimental environment,collects the comment content of overseas audiences under Chinese culture theme videos on overseas video websites,and combines natural language processing methods such as sentiment analysis to explore the influence of content orientation and verbal statement dual factors on overseas video websites.It is found that content orientation only obviously affects the cognition of overseas audiences,while language statements significantly influence the cognition and emotions of overseas audiences simultaneously,and content orientation and speech statements will form different forms of"cognitive holes"at different combination levels.Based on the analysis,this paper proposes that importance should be attached to the impact of speech presentation elements in Chinese overseas cultural videos,and attention should be paid to the different influences of different communication content on audience cognition and emotions when producing video content.

关 键 词：传播计划理论 中国文化视频 传播效果 双因素模型 

分 类 号：G122[文化科学] G206