视频社会化阅读受众接受动因研究  

A Study of Audience Reception Motivations for Video Social Reading

作　　者：刘朔宇 袁曦临[1,2] Liu Shuoyu;Yuan Xilin

机构地区：[1]东南大学经济管理学院,江苏南京210019 [2]东南大学图书馆,江苏南京210019

出　　处：《新世纪图书馆》2024年第5期51-57,共7页New Century Library

基　　金：江苏高校哲学社会科学研究重大项目“基于价值共创的高校图书馆阅读推广品牌构建研究”(项目编号:2020SJZDA99)成果之一。

摘　　要：“BookTube”形式的社会化阅读,或者说视频社会化阅读,已成为一种常见的阅读推广方式,但该模式被读者接受的动因及其机制尚不明确。筛选哔哩哔哩视频网站具有代表性的BookTube视频,通过Nvivo12软件对其评论内容进行编码和范畴提取,建立B站用户视频社会化阅读的接受动因模型。研究发现,B站用户的接受动因受到客体特征、物理与社会环境特征、主体需求特征三个维度的影响,是一种内因和外因共同作用下的行为。BookTube形式的社会化阅读推广较之传统阅读推广的特殊性在于其更注重青年话语与主流话语的对话与融合,在互动交流中完成价值观的匹配和更深程度的情感连接。Social reading in the form of“BookTube”,or video social reading,has become a common way of reading promotion,but the motivation and mechanism of its acceptance by readers are still unclear.We screened representative BookTube videos on BiliBili video website,coded their comments and extracted their categories through Nvivo12 software,and established a model of the acceptance drivers of video social reading among BiliBili users.It is found that the acceptance motivation of BookTube users is influenced by three dimensions:characteristics of the object,characteristics of the physical and social environment,and characteristics of the subject’s needs,and it is a kind of behaviour under the joint action of internal and external factors.This suggests that the special feature of BookTube’s social reading promotion compared to traditional reading promotion is that it pays more attention to the dialogue and integration of youth discourse and mainstream discourse,and achieves the matching of values and deeper emotional connection in the interaction and communication.

关 键 词：BookTube 社会化阅读 哔哩哔哩 阅读推广 

分 类 号：G252.17[文化科学—图书馆学]