新闻短视频传播中的情绪偏好效应——基于梨视频社会版块的实证研究
|
摘要
新闻借助短视频进行传播成为新闻传播的一种方向。短视频传播中包含的表达情绪的信息,影响到现实社会中的情绪传播,其传播效果会受到多种因素的影响。研究通过内容分析法,选择新闻短视频应用中具有典型代表性的梨视频作为研究对象,从4个方面展开研究:即新闻短视频传播中,存在怎样的情绪偏好特征;不同类型的情绪是否具有不同的传播效力;不同强烈程度的情绪是否具有不同的传播效力;新闻短视频标题情绪类型、短视频内容情绪类型、评论情绪类型之间,是否存在一致性等。研究发现:首先,新闻短视频中,负面情绪普遍存在。线上新闻评论区域是个体情绪宣泄的场所,多元主体话语博弈中充满负面情绪,其传播路径为传染、扩散、变异。其次,情绪设置只可以影响人们带着情绪地想,并不能影响人们以什么情绪来怎么想。短视频情绪设置机制不同于单一文本形态的情绪设置机制,情绪偏好倾向于负面情绪设置。第三,用户拥有重构情绪的权力,表现为正面情绪向负面情绪的异化,中性情绪向正面或负面情绪异化。研究认为,新闻短视频传播中存在情绪差异,且情绪差异与传播效力之间存在一定的联系。
News communication through short videos has become a direction of news communication. The information of expressing emotions contained in short video communication affects the emotional communication in the real society, and its effect will be affected by variety of factors. The research selects the typical representative Pear Video App as the research object through the content analysis method, and puts forward four questions: ①What kind of emotional preference features exist in the communication of short video? ②Are different types of emotions having different effects? ③Are different intensity levels of emotions having different effects? ④Is there consistency between short video title emotion types, short video content emotion types, and commentary emotion types? The study finds that, first of all, in short video, negative emotions are widespread. Online news comment area is a place for individual emotional catharsis, and the game of multi-subject discourse is full of negative emotions. Its communicating path includes infection, diffusion, variation. The second, emotion settings can only affect people's thoughts with emotions, and cannot influence people's emotions. Short video emotion setting mechanism is different from the emotion setting mechanism of single text form. The third, people have the power to deconstruct emotions. It is manifested as the alienation of positive emotion to negative emotion and the alienation of neutral emotion to positive or negative emotion. According to the research, there are emotional differences in News Short Video News Communication, and there is a certain relationship between emotional differences and communication effectiveness.
News communication through short videos has become a direction of news communication. The information of expressing emotions contained in short video communication affects the emotional communication in the real society, and its effect will be affected by variety of factors. The research selects the typical representative Pear Video App as the research object through the content analysis method, and puts forward four questions: ①What kind of emotional preference features exist in the communication of short video? ②Are different types of emotions having different effects? ③Are different intensity levels of emotions having different effects? ④Is there consistency between short video title emotion types, short video content emotion types, and commentary emotion types? The study finds that, first of all, in short video, negative emotions are widespread. Online news comment area is a place for individual emotional catharsis, and the game of multi-subject discourse is full of negative emotions. Its communicating path includes infection, diffusion, variation. The second, emotion settings can only affect people's thoughts with emotions, and cannot influence people's emotions. Short video emotion setting mechanism is different from the emotion setting mechanism of single text form. The third, people have the power to deconstruct emotions. It is manifested as the alienation of positive emotion to negative emotion and the alienation of neutral emotion to positive or negative emotion. According to the research, there are emotional differences in News Short Video News Communication, and there is a certain relationship between emotional differences and communication effectiveness.
引文
[1] 高崇,杨伯溆.微视频的内容生产模式解析——基于新浪微博官方短视频应用“秒拍”的研究.新闻界,2016,23:60-65.
[2] A.Vaish,T.Grossman,A.Woodward.Not all Emotions are Created Equal:The Negativity Bias in Social Emotional Development.Psychological Bulletin,2008,134(3):383-403.
[3] R.Pfitzner,A.Garas,F.Schweitzer.Emotional Divergence Influences Information Spreading in Twitter.Dublin:Proceedings of the Sixth International AAAI Conference on Weblogs and Social Media,2012.
[4] J.Zhao,H.Dong,J.Wu,et al.MoodLens:An Emoticon-based Sentiment Analysis System for Chinese Tweets(Demo).Beijing:18th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining,2012,1528-1531.
[5] 隋岩,李燕.论群体传播时代个人情绪的社会化传播.现代传播,2012,12:10-15.
[6] 李强,苏慧丽.网络新闻受众负面偏向的关注度研究——基于传播心理学视角.当代传播,2014,1:51-53.
[7] 刘丛,谢耘耕,万旋傲.微博情绪与微博传播力的关系研究——基于24起公共事件相关微博的实证分析.新闻与传播研究,2015,9:92-106.
[8] K.Nelson Field,E.Riebe,K.Newstead.To Shock or Inspire:Understanding Which Emotions Drive Video Sharing on Facebook.WA,Australia:ANZMAC Conference,2011.
[9] 徐翔.新浪社会新闻传播中的“情绪偏好”效应与特征研究——基于新浪社会新闻的网络挖掘与实证分析.国际新闻界,2017,4:76-94.
[10] 周良,王璇.视频网站运营中用户评论的作用及实证分析.中国流通经济,2015,2:90-97.
[11] 党明辉.公共舆论中负面情绪化表达的框架效应——基于在线新闻跟帖评论的计算机辅助内容分析.新闻与传播研究,2017,4:41-61.
[12] M.Finucane,A.Alhakami,P.Slovic,et al.The Affect Heuristic in Judgments of Risks and Benefits.Behavioral Decision Making,2000,13(1):10.
[13] 闫岩.人云亦云:在线评论对负面新闻感知的影响.国际新闻界,2015,3:52-66.
[14] A.Vaish,T.Grossman,A.Woodward.Not all Emotions are Created Equal:The Negativity Bias in Social Emotional Development.Psychological Bulletin,2008,134(3):383-403.
[15] E.Hatfield,J.T.Cacioppo,R.L.Rapson.Emotional Contagion.Current Directions in Psychological Science,1993,2(3):96-99.
[2] A.Vaish,T.Grossman,A.Woodward.Not all Emotions are Created Equal:The Negativity Bias in Social Emotional Development.Psychological Bulletin,2008,134(3):383-403.
[3] R.Pfitzner,A.Garas,F.Schweitzer.Emotional Divergence Influences Information Spreading in Twitter.Dublin:Proceedings of the Sixth International AAAI Conference on Weblogs and Social Media,2012.
[4] J.Zhao,H.Dong,J.Wu,et al.MoodLens:An Emoticon-based Sentiment Analysis System for Chinese Tweets(Demo).Beijing:18th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining,2012,1528-1531.
[5] 隋岩,李燕.论群体传播时代个人情绪的社会化传播.现代传播,2012,12:10-15.
[6] 李强,苏慧丽.网络新闻受众负面偏向的关注度研究——基于传播心理学视角.当代传播,2014,1:51-53.
[7] 刘丛,谢耘耕,万旋傲.微博情绪与微博传播力的关系研究——基于24起公共事件相关微博的实证分析.新闻与传播研究,2015,9:92-106.
[8] K.Nelson Field,E.Riebe,K.Newstead.To Shock or Inspire:Understanding Which Emotions Drive Video Sharing on Facebook.WA,Australia:ANZMAC Conference,2011.
[9] 徐翔.新浪社会新闻传播中的“情绪偏好”效应与特征研究——基于新浪社会新闻的网络挖掘与实证分析.国际新闻界,2017,4:76-94.
[10] 周良,王璇.视频网站运营中用户评论的作用及实证分析.中国流通经济,2015,2:90-97.
[11] 党明辉.公共舆论中负面情绪化表达的框架效应——基于在线新闻跟帖评论的计算机辅助内容分析.新闻与传播研究,2017,4:41-61.
[12] M.Finucane,A.Alhakami,P.Slovic,et al.The Affect Heuristic in Judgments of Risks and Benefits.Behavioral Decision Making,2000,13(1):10.
[13] 闫岩.人云亦云:在线评论对负面新闻感知的影响.国际新闻界,2015,3:52-66.
[14] A.Vaish,T.Grossman,A.Woodward.Not all Emotions are Created Equal:The Negativity Bias in Social Emotional Development.Psychological Bulletin,2008,134(3):383-403.
[15] E.Hatfield,J.T.Cacioppo,R.L.Rapson.Emotional Contagion.Current Directions in Psychological Science,1993,2(3):96-99.
© 2004-2018 中国地质图书馆版权所有 京ICP备05064691号 京公网安备11010802017129号 地址：北京市海淀区学院路29号 邮编：100083 电话：办公室：(+86 10)66554848；文献借阅、咨询服务、科技查新：66554700 |