多模态特征影响下辟谣短视频互动效果研究:基于意见氛围中介视角  

Interactive Effects of Rumor-Defying Short Videos under the Influence of Multimodal Features:Based on the Opinion Climate Mediation Perspective

作　　者：付少雄 曾源来 邓胜利[2] Fu Shaoxiong;Zeng Yuanlai;Deng Shengli(College of Information Management,Nanjing Agricultural University,Nanjing 210095;School of Information Management,Wuhan University,Wuhan 430072)

机构地区：[1]南京农业大学信息管理学院,南京210095 [2]武汉大学信息管理学院,武汉430072

出　　处：《情报学报》2025年第4期466-481,共16页Journal of the China Society for Scientific and Technical Information

基　　金：国家社会科学基金项目“信息操纵影响下短视频虚假信息传播行为及其干预研究”(22CTQ018)。

摘　　要：短视频辟谣的关键在于提升辟谣信息互动效果。为此,分析辟谣短视频多模态特征对互动效果的影响,可为辟谣短视频辟谣效果的提升以及短视频平台内容生态治理提供依据。本研究面向社会认知理论,基于意见氛围中介视角,构建多模态特征影响下辟谣短视频互动效果研究模型。通过抓取抖音短视频平台上2846条有效辟谣短视频数据,采用回归分析,结合情感分析、图像识别与中介效应检验,探究辟谣短视频的发布者头像、内容及标题特征如何影响用户意见氛围,进而分析意见氛围对互动效果的影响。回归分析结果表明,关于外部环境因素与用户群体状态,头像清晰度显著负向影响用户意见氛围,头像真实性、短视频主题、短视频时长、辟谣主体、标题长度及标题情感极性显著正向影响用户意见氛围;关于用户群体状态与群体行为反应,用户意见氛围显著正向影响短视频互动效果。在外部环境因素对群体行为反应的影响中,用户意见氛围发挥完全/部分中介作用。本研究以意见氛围为中介,关联辟谣短视频多模态特征与互动效果,明晰了辟谣短视频互动效果的影响因素,延展了辟谣短视频的研究视角,拓展了社会认知理论的研究情境,丰富了信息行为研究的理论与实践体系。The key to refuting rumors on short-video platforms is enhancing the interactive effects of these videos.Therefore,analyzing the influence of multimodal features on the interactive effects of short videos refuting rumors can provide a basis for the ecological governance improvement of short-video platform content.Based on social cognitive theory and opinion climate mediation perspective,a model of the interactive effects of rumor-defying short videos under the influence of multimodal features was constructed.A total of 2,846 effective rumor-defying short videos were captured.Using regression analysis and combining sentiment analysis,image recognition,and mediation effect tests,we explored how the publisher’s avatar,content,and title features of rumor-defying short videos affect the user opinion climate,subsequently analyzing the influence of opinion climate on the interaction effect of short videos.Avatar clarity had a significant negative effect on user opinion climate, whereas avatar authenticity, short-video theme, short-video duration, rumor-defying subjects, title length, and the emotional polarity of the title had a significant positive effect on user opinion climate. User opinion cli‐mate positively affected the interactive effects of rumor-defying short videos. Regarding the influence of external environ‐mental factors on user behavioral responses, the user opinion atmosphere can play a fully or partially mediating role. Tak‐ing the opinion atmosphere as a mediator, this study correlates the multimodal features and interactive effects of rumor-de‐fying short videos, elucidates the factors influencing their interactive effects, extends the research perspective on rumor-de‐fying short videos, expands the research context of social cognitive theory, and enriches the theoretical and practical sys‐tem of information behavior research.

关 键 词：辟谣短视频 多模态特征 意见氛围 互动效果 社会认知理论 

分 类 号：G206[文化科学—传播学]