算法推荐机制下北京冬奥会的“可见性”——基于抖音短视频平台的研究

The“Visibility”of Beijing Winter Olympic Games under Algorithmic Recommendation Mechanism:A Study Based on Tiktok Short Video Platform

北京2022年冬奥会作为重要的国际体育赛事,在短视频平台引发广泛关注。研究引入“算法可见性”这一理解智能媒体平台的新视角,以抖音为例,探究平台如何通过算法推荐来建构北京冬奥会的可见性。研究发现:北京冬奥会内容中运动员和赛事信息可见性最高,吉祥物冰墩墩和开幕式、冬奥会软硬件也获得较多关注;赛事传播主体中,机构媒体可见性更高,个体用户则依靠娱乐性内容竞争可见性;抖音冬奥会可见性控制机制积极彰显主流价值观,借助冬奥内容实现流量突破;平台对冬奥会内容进行叠加推荐,形成规模性注意力,突破用户圈层,但由于个性化推荐、流量偏好、用户行为和场景等因素的影响,用户个体端“看见”冬奥会的内容存在一定差异,用户可以通过积极嵌入算法来调节个人可见的范围。

As an important international sports event,the 2022 Beijing Winter Olympics widely attracted the focus of the people on short video platforms.This paper introduces a new perspective of“algorithm visibility”to understand the intelligent media platform and takes Douyin as an example to explore how the platform constructs the visibility of the Beijing Winter Olympic Games through algorithmic recommendation.The research finds that the information visibility of athletes and events is the highest in the content of the Beijing Winter Olympics,and the mascot Bing Dwen Dwen,the opening ceremony,and the software and hardware of the Winter Olympics also receive more attention;among event communication entities,institutional media have higher visibility,while individual users rely on entertainment content to compete for visibility;Douyin’s visibility control mechanism of the Winter Olympics actively highlights the mainstream values and achieves traffic breakthrough with the help of the content of the Winter Olympics;the platform superimposes and recommends the content of the Winter Olympics to form large-scale attention and break through the user circle.However,due to factors such as personalized recommendations,traffic preferences,user behavior,and scenarios,there are certain differences in the content of the Winter Olympics that individual users“see”,and users can adjust their visible range through active embedded algorithm.