科普短视频脚本专业性与修辞特征对传播绩效的影响:独立作用与交互机制检验  

THE IMPACT OF PROFESSIONALISM AND RHETORICAL FEATURES IN POPULAR SCIENCE SHORT VIDEO SCRIPTS ON COMMUNICATION PERFORMANCE:EXAMINATION OF INDEPENDENT EFFECTS AND INTERACTION MECHANISMS

作　　者：钟镇[1] 吕胜楠 崔闻迪 ZHONG Zhen;LYU Shengnan;CUI Wendi(School of Management,Henan University of Technology,Zhengzhou 450001,China)

机构地区：[1]河南工业大学管理学院,河南郑州450001

出　　处：《河南工业大学学报（社会科学版）》2024年第3期39-48,共10页Journal of Henan University of Technology:Social Science Edition

基　　金：国家自然科学基金项目(71603073);国家社会科学基金一般项目(21BGL238);河南工业大学社科创新基金项目(2021-SKCXTD-02)。

摘　　要：发现和识别科普短视频传播绩效的影响因素,对科普短视频脚本设计优化、促进科普知识传播均具有重要意义。提取18个健康知识科普抖音号近1年发布的4378个短视频解说脚本与它们的点赞数、收藏数、转发数与评论数,采用文本挖掘与回归分析等方法,考察专业性与强、弱两类修辞短语应用比例对科普短视频传播绩效的独立与交互影响,并借助中介效应检验模型讨论了点赞的形成机理。结果发现:专业性对点赞数、收藏数与转发数呈现倒U型影响,但对评论数是负向影响;强修辞短语的使用能促进点赞数、转发数和评论数,但过多使用强修辞短语有时会抑制专业性内容的接受度;点赞数分为直接性点赞数与转发数带来的间接性点赞数,而前者与专业性为负相关关系。Identifying the factors that influence the communication performance of popular science short videos is of great significance for optimizing the design of popular science video scripts and promoting the dissemination of popular science knowledge.By extracting 4,378 short video narration scripts published in the past year from 18 health knowledge popular science TikTok accounts,along with their likes,favorites,shares,and comments,this study employs text mining and regression analysis methods to examine the independent and interactive effects of the application ratio of professional and strong/weak rhetorical phrases on the communication performance of popular science short videos.It also discusses the mechanism behind the formation of likes through a mediation effect model.The results show that:professionalism has an inverted U-shaped impact on likes,favorites,and shares,but has a negative impact on comments;the use of strong rhetorical phrases promotes the number of likes,shares,and comments;however,excessive use of strong rhetorical phrases can sometimes inhibit the acceptance of professional content;likes are divided into direct likes and indirect likes brought by shares,with the former being negatively correlated with professionalism.

关 键 词：健康知识科普 短视频 专业性 修辞短语 传播绩效 抖音 

分 类 号：G206[文化科学—传播学]