抖音美食短视频特征及影响研究——基于居民营养素养提升视角  

Research on the characteristics and impact of food short videos on TikTok:based on the improvement of residents’ nutrition literacy

作　　者：张倩 张晶晶 钱由会 刘恬 项恋 杜庭婉 马玲 ZHANG Qian;ZHANG Jingjing;QIAN Youhui;LIU Tian;XIANG Lian;DU Tingwan;MA Ling(School of Public Health,Southwest Medical University,Luzhou,Sichuan 646000,China;Sichuan Tianfu New District Public Health Center,Chengdu,Sichuan 610213,China)

机构地区：[1]西南医科大学公共卫生学院,四川泸州646000 [2]四川天府新区公共卫生中心,四川成都610213

出　　处：《美食研究》2024年第3期24-31,共8页Journal of Researches on Dietetic Science and Culture

基　　金：中国营养学会-营养科普与传播研究基金(CNSSCP2020-159)。

摘　　要：为充分发挥美食短视频提升居民营养素养的作用,总结优质美食短视频特征,利用“抖查查”数据分析平台搜索视频,并从视频发布者、内容特征、观众反馈三方面总结当前美食短视频特征。调查发现优质美食短视频具有以下特征:账号完成抖音认证、发布者具有专业资质、视频时长在30~60 s之间、采用讲座式讲解方式、内容真实性且较少广告。目前美食短视频还存在发布者地区较为集中、作者认证状况不理想、缺少营养专业背景人才、内容形式单一、视频信息质量较差及可靠性较低等情况,可能会阻碍居民营养素养提升。To maximize the role of short food videos in enhancing residents' nutrition literacy,summarize the characteristics of high-quality short food videos,this study used “Douchacha” data analysis platform to search for videos,and summarized the characteristics of food short videos from three aspects:video publisher,content,and audience feedback.It was found that the high-quality food short videos had the following characteristics:the account has been certified by TikTok,the publishers have professional qualifications,the duration of the video is between 30 s and 60 s,the content is authentic and there are few advertisements.At present,there are still some problems in food short videos,such as concentrated distribution of publishers,suboptimal author verification status,lack of nutrition background talents in author certification,monotonous content formats poor quality of video information and low reliability,which may hinder the improvement of residents' nutrition literacy.

关 键 词：美食传播 短视频 营养素养 

分 类 号：TS971.1-39[轻工技术与工程]