健康科普短视频高效传播的路径研究——社会技术系统理论视角下的组态分析  

Research on the Efficient Dissemination Path of Health Science Popularization Short Videos:A Configuration Analysis from the Perspective of Socio-Technical Systems Theory

作　　者：雷丽彩[1] 陈绿敏 Lei Licai;Chen Lvmin(Business School,Xiangtan University,Xiangtan 411105)

机构地区：[1]湘潭大学商学院,湘潭411105

出　　处：《科普研究》2024年第5期74-83,100,105,共12页Studies on Science Popularization

基　　金：国家自然科学基金面上项目(72171207);自然科学基金面上项目(2023JJ30601)

摘　　要：在推进健康中国建设发展过程中,探究影响抖音健康科普短视频传播效果的关键要素及其组态路径具有积极的意义。本文基于社会技术系统理论框架,结合fsQCA方法,从组态视角分析了“社会—技术”两个子系统维度中关键要素与实现健康科普短视频高传播效果之间的复杂关系。研究发现:(1)单个关键要素并非是实现高传播效果的必要条件,但是具备话题引导和内容为健康生活方式的条件变量对实现短视频高传播效果发挥着更普适的作用。(2)3种组态路径可以实现高传播效果:社会主导型、技术主导型和“主题—标题长度”弥补型。此外,本文发现了4种组态会导致非高传播效果,一是较短的标题长度和作品时长会导致对视频内容揭示不够深刻;二是视频内容类别和主题不吸引用户;三是话题引导和内容分类的缺失;四是技术系统中标题长度和作品时长关键要素的不确定。本文引入组态分析视角,研究各关键要素之间的耦合对健康科普短视频传播效果的影响,研究发现对揭示健康科普短视频实现高传播效果的组态路径具有重要的理论与实践意义。In the process of advancing the development of a Healthy China,it is of great significance to explore the key factors and configuration paths influencing the dissemination effectiveness of health science popularization short videos on TikTok.This study,based on the socio-technical systems theoretical framework and the fsQCA method,analyzes the complex relationships between key factors in the“social”and“technical”sub-system dimensions and the achievement of high dissemination effectiveness of health science popularization short videos from a configurational perspective.The findings show that:(1)Individual key factors are not necessary conditions for achieving high dissemination effectiveness.However,conditional variables such as topic guidance and content related to healthy lifestyles play a more universally significant role in attaining high dissemination effectiveness for short videos.(2)Three types of configuration paths can achieve high dissemination effectiveness:socially-driven,technologically-driven,and“subject-title-length”compensatory paths.In addition,this study identifies four configurations leading to low dissemination effectiveness.First,shorter titles and video durations result in insufficient depth in the video's content.Secondly,the lack of appeal in the video content categories and themes results in low dissemination effectiveness.Thirdly,the absence of topic guidance and content categorization leads to low dissemination effectiveness.Lastly,the uncertainty of key elements such as title length and video duration within the technical system can also lead to low dissemination effectiveness.This paper adopts a configurational analysis perspective to examine the coupling effects between key factors on the dissemination effectiveness of health science popularization short videos.The findings hold significant theoretical and practical value in uncovering the configurational paths for achieving high dissemination effectiveness in such videos.

关 键 词：健康科普短视频 社会技术系统理论 模糊集定性比较分析(fsQCA) 必要条件分析 组态分析 

分 类 号：N4[自然科学总论] G206.3[文化科学—传播学]