电商短视频的媒介可供性分析——基于快手美妆主播的文本挖掘

Media Affordance of E-retailing Short Video:Text Mining and Comparative Study of Beauty Anchor in Kwai

短视频平台是正在快速发展的新兴媒介,电商短视频在2020年新冠疫情后的经济恢复中发挥了重要作用,但有关电商短视频的研究以定性描述为主,缺乏通过定量研究方法剖析创作和运营策略的实证研究成果。针对短视频实践而言,计算机领域的文本挖掘技术与传播学领域的内容分析相结合,可以丰富新媒介研究的方法和思路;以电商短视频的实践为研究对象,拓展了媒介可供性理论在中国语境下的解释空间;两位头部短视频主播的视频文本及评论文本对比,则可以为自媒体运营提供有益参考。

Short-video platforms are new media with rapid development.E-retailing short video plays an essential role in economic recovery after the outbreak of COVID-19 epidemic in early 2020.However,present research related to the creation and operation of the e-retailing short video is mainly based on qualitative description,and lacks empirical studies based on quantitative methods.The integration of text mining in computer science and content analysis in communication study can enrich new media studies’methodology.Taking e-retailing short video as research subject extends the space of media affordance theory in the Chinese context.Comparing video text and comment text by two leading short video anchors can provide reference for other we-media operations.