媒介可供性视角下“新农人”...视频传播效果的影响因素研究_.pdf

FarmerinTikTok.Subjecttype,covertypeandvideosdurationincontent

affordances;Thenumberoflabelsoncommunicationaffordances;Therearesix

factors:whethertherearehotcommentsontheaffordancesofthecommunityand

whetherthehotcommentsareconsistentwiththethemeofthevideos,whichwill

significantlyaffecttheshortvideoscommunicationeffectofNewFarmersin

Kuaishou.

Finally,thisstudyputsforwardtheproblemsexistingintheshortvideos

communicationofnewfarmersatpresent,andputsforwardthestrategiesto

promotetheshortvideoscommunicationofnewfarmersfromthreedimensions:

contentaffordances,communicationaffordancesandcommunityaffordances.

Specifically,itisoptimizedfromtwoaspects:creatorsandplatforms:inthe

dimensionofcontentaffordances,creatorsshouldintegrateexpertiseandintereststo

shapedifferentiatedcontentbrands;Theplatformshouldstrengthentheoriginal

protectionandimprovethecontentincentivemechanism;Inthedimensionof

communicationaffordances,creatorsshouldimprovetheadaptabilityoflabelsand

highlightthestyleofnewfarmers;Theplatformshouldoptimizethealgorithm

recommendationmechanismandpromoteoriginalhigh-qualitycontent;Inthe

dimensionofcommunityaffordances,creatorsshouldcombinevarioussocial

functionstoimproveaudienceparticipation;Theplatformshouldprovidesocial

operationtrainingandmaintainaharmoniousatmosphereinthecommentarea.

Keywords:Affordances；Newfarmers；Shortvideos；Communicationeffects；

Influencingfactors

III

第4章新农人短视频传播效果影响因素的实证分析38

4.1描述性统计分析38

4.1.1“新农人”短视频传播效果的描述性统计分析38

4.1.2内容可供性的描述性统计分析38

4.1.3传播可供性的描述性统计分析42

4.1.4社群可供性的描述性统计分析43

4.2差异性分析46

4.2.1抖音快手的点赞量、评论量和收藏量的正态性检验46

4.2.2内容可供性与传播效果的差异性分析46

4.2.3传播可供性与传播效果的差异性分析53

4.2.4社群可供性与传播效果的差异性分析55

4.3假设验证61

4.4小结62

第5章新农人短视频