供需适配视角下B站健康短视频传播研究  

Research on the Dissemination of Healthy Short Videos on Bilibili.com from the Perspective of Supply-demand Adaptation

作　　者：于凯 李倩[1] Yu Kai;Li Qian(School of Information Management,Xinjiang University of Finance and Economics,Urumqi Xinjiang 830012;School of Public Administration,Xinjiang University of Finance and Economics,Urumqi Xinjiang 830012)

机构地区：[1]新疆财经大学信息管理学院,新疆乌鲁木齐830012 [2]新疆财经大学公共管理学院,新疆乌鲁木齐830012

出　　处：《情报探索》2025年第3期36-45,共10页Information Research

基　　金：新疆维吾尔自治区社科基金项目“智能时代新疆重大與情和突发事件與论治理与引导机制研究”(项目编号:21BTQ162)成果之一。

摘　　要：[目的/意义]从供需视角出发,探究健康信息供需匹配特征,对促进健康信息传播和提升用户健康素养具有价值。[方法/过程]以供需适配性理论为分析视角,采用统计分析、文本挖掘和主题模型相结合的方法,分析健康信息供给侧、需求侧和供需适配性特征,并进行健康信息传播提升路径探究。[结果/结论]健康信息供给以疾病特征、防治方法为主,用户需求聚焦于疾病防治措施,其中疫苗话题供需缺口最大。同时,视频存在科学性不足,内容可用度低等问题。补充了健康信息传播领域的相关研究,拓展了供需适配性理论的应用场景。[Purpose/significance]Exploring the characteristics of the matching between supply and demand of health information from the perspective of supply and demand holds value for promoting the dissemination of health information and enhancing users’health literacy.[Method/process]This paper adopts the theory of supply-demand adaptability as the analytical perspective and utilizes a combined approach of statistical analysis,text mining,and topic models to analyze the characteristics of the supply side,demand side,and supply-demand adaptability of health information,and conducts an exploration on the enhancement paths of health information dissemination.[Result/conclusion]The supply of health information mainly centers on disease characteristics and prevention and treatment methods,while user demands focus on disease prevention and treatment measures.Among them,the supply-demand gap for the topic of vaccines is the greatest.Simultaneously,the videos have the problems of insufficient science and low availability of content.This paper supplements relevant studies in the field of health information dissemination,and expands the application scenarios of the supply-demand adaptability theory.

关 键 词：供需适配 健康信息 信息传播 

分 类 号：G206[文化科学—传播学]