2016—2022年控烟短视频的媒介特征与传播效果

Media characteristics and communication effects of anti-smoking short videos from 2016 to 2022

目的了解抖音短视频平台上的控烟短视频的媒介内容特征与传播效果。方法在抖音平台上以“吸烟”“戒烟”“烟草税”作为检索关键词,使用Python软件对抖音上相关的短视频进行抓取,最后共得到203个短视频;再借助内容分析法和单因素方差的分析方法进行分析。结果本文发现,专家、营销号和其他博主等自媒体是控烟短视频的主要信源,健康科普框架、烟草税收框架和叙事框架是控烟短视频的3大主要框架,控烟短视频以恐惧诉求为主,并且存在一些虚假信息;信息来源(P=0.184>0.05)、情感导向(P=0.981>0.05)、视频框架(P=0.919>0.05)在95%的置信区间内与控烟短视频的传播效果皆没有显著关系。结论抖音平台的控烟短视频存在乱象,这些对于开展控烟行动和践行《健康中国2030战略》提供了不利条件。需要协调好政府、官方媒体等多个主体与受众之间的关系,防止“短视频不仅没有帮助控烟,还导致吸烟群体的增加”情况的发生。

Objective To understand the content characteristics and communication effects of the short video of cigarette control onTiktok platform.Methods Usingsmoking,quitting smoking and tobacco taxas search keywords onTiktok platform,the relevant short videos were crawled using python software,and a total of 203 short videos were obtained.Then the content analysis and one-way ANOVA were used for analysis.Results The results showed thatexperts,marketing accounts and other bloggers were the main source of information for anti-smoking short videos,and health science popularization framework,tobacco tax framework and narrative frameworkwere the three main frameworks for anti-smoking short videos.Anti-smoking short videos were mainly about fear appeal,and there were some false information.Information source(P=0.184),emotion orientation(P=0.981),and video framework(P=0.919)had no significant relationship with the transmission effect of anti-smoking short videos within the 95%confidence interval.Conclusion There is chaos in the antismoking short videos on Tiktok platform,which provides adverse conditions for carrying out smoking control actions and implementing the Healthy China 2030 Strategy.It is necessary to coordinate the relationship among the governments,official medias and many other subjects and the audience to prevent adverse side effects on smoking control.