全民阅读推广人短视频内容生态建设与传播效果研究  

Research on Ecological Construction of Short Video Contents and Communication Effect of National Reading Promoters

作　　者：许鑫 张莉[2] Xu Xin;Zhang Li

机构地区：[1]上海大学新闻传播学院,上海200072 [2]新疆财经大学新闻与传播学院,新疆乌鲁木齐830012

出　　处：《新世纪图书馆》2025年第2期30-36,共7页New Century Library

基　　金：国家社会科学基金资助项目“新疆各民族共同记忆与共有精神家园研究”(项目编号:18XXW009);2023年新时代党的治疆方略理论与实践研究课题(项目编号:2023ZJFLY45)系列研究成果。

摘　　要：全民阅读推广人作为我国阅读推广工作的主力军,不断向公众传播文明、智慧、绿色阅读理念,在促进社会精神文化发展方面发挥积极作用。短视频作为新型媒介空间给予全民阅读推广人广泛的施展舞台。论文采用内容分析法,基于抖音平台220个全民阅读推广人短视频进行编码与量化分析,搭建回归模型探究内容生态建设与短视频传播效果间的内在关联,最后进行原因分析,并基于现存问题提出实践策略。As the main force of China’s reading promotion work,the national reading promoters constantly spread the concept of civilization,wisdom and green reading to the public,and play a positive role in promoting the spiritual and cultural development of society.As a new media space,short video provides a wide stage for national reading promoters.This paper adopts content analysis method to conduct coding and quantitative analysis based on the short videos of 220 national reading promoters on the Douyin platform,builds a regression model to explore the internal correlation between content ecological construction and short video communication effect,and finally analyzes the causes and puts forward practical strategies based on existing problems.

关 键 词：全民阅读 全民阅读推广人 短视频 内容生态 传播效果 

分 类 号：G252.17[文化科学—图书馆学]