平台与内容:网络视频的关系机制研究  

A Study of Relationship Mechanism of Online Video:Platform and Contents

作　　者：周舟 周淳 ZHOU Zhou;ZHOU Chun(School of Drama and Film,Communication University of China,Beijing 100024,China;Department of Social Sciences and Policy Studies,Education University of Hong Kong,HongKong 999077,China;Yichun University,Yichun 336000,China)

机构地区：[1]中国传媒大学戏剧影视学院,北京100024 [2]香港教育大学社会科学与政策研究学系,中国香港999077 [3]宜春学院学报编辑部,江西宜春336000

出　　处：《宜春学院学报》2024年第2期94-99,76,共7页Journal of Yichun University

基　　金：2023年度国家社科基金艺术学项目:“全媒体视域下以青年语态讲好中国故事机制研究”(项目编号:23BH154)。

摘　　要：网络视频在经历了PGC、UGC、PUGC的共生发展后,AIGC成为新科技带动下又一全新的内容生产方式,网络平台也在“移动化、社交化、视频化”的趋势中持续迭代,在多模态内容生产方式与多样态网络平台的快速发展下,网络视频的平台与内容也因此产生出了互为影响的关系机制。在不同的网络平台调性下,如何生产出适合平台的优质视频内容?优质的视频内容,又该如何匹配适宜的网络平台?这是网络视频平台运营者和内容创作者共同面临的重要问题。本文通过参与式观察与文献研究法梳理网络视频的历史脉络与发展前景,重点分析两者互为的影响关系,研究认为:平台的算法机制、品牌印象决定了内容风格走向;而内容的优劣,则对平台的口碑和长远发展起关键作用。After the symbiotic development of PGC,UGC,and PUGC,AIGC has become another brand-new content production method driven by new technology.Network platforms are also continuously iterating in the trend of“mobility,socialization,and videoization”.Under the rapid development of multi-modal content production methods and diverse network platforms,the platform and content of online video have thus generated a mutual impact relationship mechanism.Under different network platform tones,how to produce high-quality video content suitable for the platform? How can high-quality video content match appropriate network platforms? This is an important issue facing online video platform operators and content creators.This article uses participatory observation and literature research methods to sort out the historical context and development prospects of online video,focusing on analyzing the mutual impact relationship between the two.The research believes that the platform's algorithm mechanism and brand impression determine the content style direction,while the quality of content plays a key role in the reputation and long-term development of the platform.

关 键 词：网络视频 网络平台 短视频 中视频 长视频 

分 类 号：H021[语言文字—语言学]