| 王磊.公共图书馆阅读服务类抖音短视频传播效果的影响因素研究[J].数字图书馆论坛,2025,21(3):75~84 |
| 公共图书馆阅读服务类抖音短视频传播效果的影响因素研究 |
| Influencing Factors of Communication Effects of Douyin Short Videos for Public Library Reading Services |
| 投稿时间：2024-10-15 |
| DOI：10.3772/j.issn.1673-2286.2025.03.008 |
| 中文关键词: 抖音；短视频；阅读服务；传播效果；影响因素；组态路径 |
| 英文关键词: Douyin; Short Video; Reading Service; Communication Effect; Influencing Factor; Configuration Path |
| 基金项目:本研究得到安徽省社科规划一般项目“安徽省公共图书馆网络视频化阅读服务效果提升研究”（编号：AHSKYY2023D033）资助。 |
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| 中文摘要: |
| 明确阅读服务类抖音短视频理想传播效果的成因，能为公共图书馆利用抖音短视频优势赋能阅读服务提供参考。运用数据采集技术，采集国家图书馆和29个省级公共图书馆的抖音短视频数据。设计抖音短视频传播效果指标算法，并据此筛选典型研究案例。运用模糊集定性比较分析方法，结合把关人理论，探索阅读服务类抖音短视频实现理想传播效果的组态路径。结果表明，4个条件组态能实现理想传播效果，通过组态分析，可将实现阅读服务类抖音短视频理想传播效果的组态路径归纳为视频表现与背景驱动型、视频表现与内容驱动型以及协同驱动型。公共图书馆利用抖音短视频开展阅读服务时，应发挥媒介优势，注重账号营销；创造新颖内容，优化表现形式；改进视频标题，打造系列视频。 |
| 英文摘要: |
| Clarifying the causes of the ideal communication effects of reading service-oriented Douyin short videos provides a reference for public libraries to leverage the advantages of Douyin short videos to empower reading services. Employing data collection technology, short video data from Douyin accounts of the National Library of China and 29 provincial public libraries are collected. Subsequently, the video communication effect index algorithm is designed and implemented, and typical research cases are selected based on the index. Then, using the fuzzy-set qualitative comparative analysis method, combined with gatekeeper theory, the configuration paths for achieving ideal communication effects of Douyin short videos for public library reading services are explored. The results indicate that there are four conditional configurations that can achieve the ideal communication effects. Through configuration analysis, the realization pathways can be summarized as video presentation and background driven, video prese tation and content driven, and synergistic-driven. When public libraries use Douyin short videos to carry out reading services, they should give play to their media advantages and pay attention to account marketing; create innovative content and optimize presentation forms; refine video titles and create a series of videos. |
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