花鼓灯艺术短视频传播效果及其影响因素——以抖音平台为例  

A Study on the Propagating Effect of the Flower Drum Art Short Video and Its Influencing Factors--Take TikTok Platform as an Example

作　　者：陈兵 徐汉文 CHEN Bing;XU Hanwen

机构地区：[1]安徽财经大学文学院,安徽蚌埠233030

出　　处：《淮南师范学院学报》2024年第3期99-104,共6页Journal of Huainan Normal University

基　　金：安徽省哲学社会科学规划青年项目“淮河文化在新型主流媒体中的传播效果及提升策略研究”(AHSKQ2020D52)。

摘　　要：探究花鼓灯艺术抖音短视频传播效果影响因素,对于提高花鼓灯抖音号的运营效果具有现实意义。文章基于详尽可能性模型(ELM),运用最小二乘法(OLS)回归模型检验方法,对选取的与花鼓灯艺术相关的300条抖音平台短视频样本进行实证分析。研究发现,视频时长、视频封面、标题长度、视频主题、视频画幅、视频风格、文案话题等因素对花鼓灯艺术短视频传播具有显著影响。建议花鼓灯艺术宣传及传承机构发挥花鼓灯艺术资源优势,精心选择花鼓灯内容,创新花鼓灯短视频呈现机制和表达形式,同时做好运营管理工作,提高花鼓灯艺术短视频的传播效果。Exploring the influencing factors of the transmission effect of Flower Drum Lantern artthrough Tiktok short video is conducive to the propaganda department learning from it,and is of great significance for improving the operation effect of HuaguDeng Tiktok.Based on the Detailed Likelihood Model(ELM),this paper uses the the Ordinary Least Square(OLS)regression model test method to empirically analyze 300 short video samples of Tiktok platform related to Flower Drum Lantern art.Research has found that factors such as video duration,video cover,title length,video theme,video frame,video style,and copy writing topic have a significant impact on the dissemination of short videos featuring flower drum lantern art.It is recommended that flower drum lamp art promotion and inheritance institutions leverage the advantages of flower drum lamp art resources,carefully select the content of flower drum lamps,innovate the presentation mechanism and expression form of flower drum lamp short videos,and do a good job in operation and management to improve the dissemination effect of flower drum lamp art short videos.

关 键 词：花鼓灯艺术 短视频 抖音 

分 类 号：G206[文化科学—传播学]