趣味、沉浸与互动:微博体育短视频有效传播的实现路径

Fun,Immersion and Interaction:Realization Path of Effective Communication of Short Sports Video in Weibo

以微博"新浪体育"2018年7月至2020年1月间播放量超百万次的体育短视频为研究样本,通过定性与定量相结合的方法,从意愿、空间、关系3个维度对微博体育短视频进行分析。研究发现"新浪体育"短视频的传播存在如下特征:用户青睐轻松愉悦的趣味内容,趋同环境营造用户沉浸体验,用户观看行为未转化为参与反馈。基于传播游戏理论,微博体育短视频要实现有效传播,需要以用户选择作为内容生产的逻辑出发点,基于趣味实现内容精细运营,借助场景思维强化沉浸体验,调动"互动"提升用户参与意愿,从而形成更加有效的运营模式。

Taking the short sports videos played by Sina Sports in Weibo from July 2018 to January 2020 over one million times as research samples,this paper analyzes the short sports videos in Weibo from three dimensions:willingness,space and relationship by combining qualitative and quantitative methods.It is found that the short video of Sina Sports has the following characteristics:It is found that the transmission of short videos of Sina Sports has the following characteristics:users favor easy and pleasant interesting content;Convergence environment creates user immersion experience;The user’s viewing behavior is not translated into participation feedback.Based on the play theory of mass communication,in order to realize effective communication of short sports videos in Weibo,it is necessary to take user’s choice as the logical starting point of content production,realize fine operation of content based on interest,strengthen immersion experience with the help of scene thinking,and mobilize“interaction”to enhance users’willingness to participate,thus forming a more effective operation mode.