| 林萍,曹静.多模态特征和叙事策略对健康科普短视频传播效果的影响研究——基于B站热门视频的分析[J].数字图书馆论坛,2026,22(4):68~77 |
| 多模态特征和叙事策略对健康科普短视频传播效果的影响研究——基于B站热门视频的分析 |
| A Study on the Impact of Multimodal Narrative Strategies on the Dissemination Effectiveness of Short Health Science Popularization Videos: an Empirical Analysis of Popular Videos by Bilibili Content Creators |
| 投稿时间：2026-03-04 |
| DOI：10.3772/j.issn.1673–2286.2026.04.007 |
| 中文关键词: 多模态；叙事；短视频；健康科普；传播效果 |
| 英文关键词: Multimodal; Narrative; Short Video; Health Science Popularization; Dissemination Effectiveness |
| 基金项目:本研究得到江苏高校哲学社会科学研究重大项目“数字医疗时代在线健康社区问答信息采纳研究”（编号：2022SJZD095）、江苏省高校哲学社会科学创新团队（数智驱动的健康大数据管理创新团队）建设项目、江苏省研究生科研与实践创新计划项目“健康科普短视频的用户采纳行为预测研究”（编号：KYCX24_1104）资助。 |
| 作者 | 单位 | | 林萍 | 南京邮电大学管理学院；江苏高校哲学社会科学重点研究基地——信息产业融合创新与应急管理研究中心 | | 曹静 | 南京邮电大学管理学院 |
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| 中文摘要: |
| 健康知识专业性较强，如何利用多模态技术与灵活的叙事策略提升健康科普短视频传播效果，成为健康科普领域的重要课题。本研究基于多媒体学习理论和叙事理论，从内容呈现形式和表达方式两大维度提取多模态特征指标和叙事策略指标，构建融入创作者权威性和短视频制作发布特征的健康科普短视频传播效果影响因素体系。本研究选取哔哩哔哩（B站）头部UP主的热门健康科普短视频为研究对象开展实证研究，以传播广度、传播认同度和传播参与度三个维度的指标测度健康科普短视频传播效果。研究结果显示：多种视觉呈现形式组合对传播效果有显著正向影响，且提供科学依据能提升传播效果；听觉元素对健康科普短视频传播效果无显著影响；对话式叙事相较于陈述式叙事更能提升传播效果。基于此提出健康科普短视频传播效果优化建议，以期为健康科普短视频的内容生产与传播实践提供参考，助力公众加强对健康知识的理解。 |
| 英文摘要: |
| Given the specialized nature of health knowledge, how to leverage multimodal technologies and effective narrative measures to enhance the dissemination effectiveness of health science short videos has become an important issue in health dissemination. Drawing upon Multimedia Learning Theory and Narrative Theory, this study identifies multimodal feature indicators and narrative strategy indicators from two dimensions, content presentation and content expression, and develops an analytical framework that incorporates creator authority as well as video production and dissemination characteristics. Popular health science short videos produced by leading content creators (UP hosts) on the Bilibili platform were selected for empirical analysis. Dissemination effectiveness was measured through three dimensions: communication reach, audience endorsement, and audience engagement. The results indicate that the combination of multiple visual presentation formats has a significant positive effect on dissemination effectiveness, and the provision of scientific evidence further enhances dissemination outcomes. In contrast, auditory elements show no significant effect on dissemination effectiveness. Moreover, dialogic narratives outperform monologic explanatory formats in promoting audience acceptance and engagement. Based on these findings, this study proposes practical recommendations for optimizing health science short video dissemination, providing guidance for content creation and dissemination practices and contributing to public understanding of health knowledge. |
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