健康类辟谣短视频的说服策略研究

doi:10.13998/j.cnki.issn1002-1248.23-0193

摘要/Abstract

摘要： [目的/意义]短视频是当今社会重要的信息传播体,了解健康类辟谣短视频的内容特征,提升辟谣短视频的传播效果对谣言治理具有重要意义。[方法/过程]以新冠主题相关的辟谣短视频为样本,基于说服策略,首先从样本中挖掘其所使用的说服策略类型、多种类型说服策略之间的关系、常被用于说服策略的视频元素以及探究说服策略与谣言的关联。然后探究辟谣短视频中的说服策略与用户反应之间的关系。最后提出促进辟谣短视频传播的措施。[结果/结论]研究发现,部分视频元素、谣言类型与说服策略的使用有着明显的关联性,且在辟谣短视频中,同时采用逻辑和其他说服策略的短视频,更容易被用户喜爱。未来辟谣短视频可以据此来优化视频传播,助力谣言治理。

关键词: 健康类短视频, 辟谣, 新冠病毒, 说服策略, 谣言治理

Abstract: [Purpose/Significance] As a new means of information dissemination, short videos have become a new favorite of some people in spreading rumors and refuting rumors due to their characteristics of visibility, convenience, and freedom of expression. It is of great significance to understand the content characteristics of health short videos in rumor refuting and improve their spreading effect. [Method/Process] This paper uses Python to conduct data mining, crawling the rumor refuting short videos related to the theme of COVID-19 epidemic prevention and control as samples, and the data set obtained includes the published articles and the original data, such as the number of forwards, and comments. Based on "logos", "ethos" and "pathos" in Aristotle's rhetoric theory, this paper codes the persuasion strategies of sample videos in combination with the coding standard table of 13 persuasion strategies under four categories. At the same time, it divides short videos into seven video elements under two categories and ten themes under five categories, and encodes samples from two aspects of video elements and themes. The information processing was carried out as follows. First, the Apriori algorithm was used to mine the types of persuasion strategies used, the relationships among various types of persuasion strategies, the video elements commonly used in persuasion strategies, and the correlation between persuasion strategies and rumors in the short health video samples with the theme of COVID-19 epidemic prevention and control. Then, short videos using different numbers or types of persuasion strategies were grouped, and one-way ANOVA was used to explore the relationship between persuasion strategies in short videos of refuting rumors and user responses in short videos. Finally, we proposed measures to promote the dissemination effect of anti-rumor short videos and promote the positive development of anti-rumor short videos. [Results/Conclusions] There is a clear correlation between some video elements, rumor types, and the use of persuasive strategies: the persuasive strategies of health related anti-rumor short videos are mainly logical and diverse. When using logical, emotional, reputation, or other persuasive strategies, videos will combine pure text, non-pure text, voice, or music video elements. In refutation short videos, short videos that use both logic and other persuasive strategies are more likely to be accepted by users. In the future, short videos can be used to optimize video transmission and help rumor management. Future studies can further explore the configuration effects of rumor-dispelling strategies, video elements and rumor-dispelling themes, and we will delve into the causal relationship between them and the communication effect.

Key words: health short videos, refuting rumors, COVID-19, persuasion strategies, rumor governance

中图分类号:

G252

陈忆金, 麦靖芸, 蒋倩莹. 健康类辟谣短视频的说服策略研究[J]. 农业图书情报学报, 2023, 35(4): 32-47.

CHEN Yijin, MAI Jingyun, JIANG Qianying. Persuasion Strategies of Health Short Videos for Refuting Rumors[J]. Journal of Library and Information Science in Agriculture, 2023, 35(4): 32-47.

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