认知突围还是直觉引力:健康风险经验视频中的说服线索与受众共情效果研究  

Study on Persuasion Clues of Health Crisis Videos and the Effects of Empathetic Communication

作　　者：刘嘉琪 刘峰[2] LIU Jia-qi;LIU Feng

机构地区：[1]中国社会科学院新闻与传播研究所,北京100021 [2]华东师范大学上海国际首席技术官学院,上海200062

出　　处：《新闻大学》2024年第6期76-90,121,122,共17页Journalism Research

基　　金：国家社会科学基金青年项目“社交媒体时代重大疫情公众网络舆情卷入特征、机制及引导策略研究”(21CXW019);中国社会科学院“青启计划”项目“互联网全球治理变革中的中国作为与青年参与研究”(2024QQJH156)阶段性成果。

摘　　要：突发公共卫生事件中,自媒体创作的个人经验视频广受关注,频频引发受众共情。本文运用共情理论与HSM理论,从共情双路径视角建构“启发式—系统式”线索框架,以B站968个健康风险经验视频和152,789条评论为研究对象,采用融合XGBoost与SHAP算法的可解释性机器学习技术,对内容信息量、信源多样性、视频主情绪、人格魅力、拟态氛围维度下27个说服线索的重要性及作用方向进行探索。研究揭示了显著影响受众共情程度的10个促进线索(如面部对称性、尽责性人格等)和4个抑制线索(如惊讶、图像熵等)。研究发现丰富了学界对公众经验视频传播的规律性认识,也为自媒体平台、政府部门、权威机构的共情引导实践提供了理论参考。During the health crisis,personal experience videos created by self media have received widespread attention and frequently triggered audience empathy.This article applies empathy theory and HSM theory to construct a"heuristic-systematic"clue analysis framework from the perspective of the dual path of empathy.The research takes 968 health crisis experience videos and 152,789 comments from the BiliBili website as the research object.Using interpretable machine learning technology that integrates XGBoost and SHAP algorithms,the study investigates the importance and direction of 27 persuasive cues in influencing the effectiveness of audience empathy in the dimension of informative content,source diversity,emotional expression,personality charm and mimetic atmosphere.The study revealed 10 promoting cues(i.e.facial symmetry,conscientious personality,etc.)and 4 inhibitory cues(i.e.surprise,image entropy,etc.)that significantly affect audience empathy.The conclusion enriches our understanding of the regularities of the dissemination of folk experience videos in academia,and also provides theoretical reference for the empathy guidance practice of self media platforms,government departments,and official institutions.

关 键 词：健康风险 共情传播 计算传播 HSM 多模态认知计算 

分 类 号：G206[文化科学—传播学]