艾滋病相关短视频的传播特征及其影响因素分析

Analysis of AIDS-related information dissemination characteristics and influencing factors in short videos

目的对艾滋病相关短视频的传播特征及影响因素进行描述与分析,探索如何更加有效地利用短视频平台进行艾滋病相关信息的传播。方法以抖音为平台,收集发布于2019年11月10日至2020年11月10日的关键词为"艾滋""HIV"和"AIDS"短视频的相关数据,包括发布日期,用户名称,用户粉丝数,用户类别,视频类别,视频主体,视频时长,视频内容,视频文本字数,视频目的,声音情况,是否有HIV感染者案例以及视频互动数量。使用随机森林法进行变量选择,广义线性回归模型对其影响因素进行分析。结果共收集到368条视频,其中医学科普类视频237条,非医学科普类视频131条。医学科普类视频的传播力度相对较低。与医学科普类视频传播力度相关的影响因素包括粉丝数量[率比(RR)=1.03]、视频时长(RR=0.73)、愤怒情绪词语比例(RR=0.49)以及视频目的:是否有消除歧视的目的(RR=5.57);是否有改变行为的目的(RR=3.09);而与非医学科普类视频传播力度相关的因素包括视频文本字数(RR=0.95)及是否由官方媒体发布(RR=4.95)。结论医学科普类视频传播力度有待提高。建议采用简短、客观的科普视频,避免使用恐惧、愤怒等负面情绪的词语进行告诫,以加强其传播力度。

Objective To describe and analyze the influencing factors of the transmission characteristics of AIDSrelated information in short videos, and to explore how to use short videos to spread AIDS-related information more effectively. Methods Using Douyin as a platform, relevant data of short videos-key words are as, HIV, AIDS—published from November 10, 2019, to November 10, 2020, including the release date, user name, number of user fans, user category, video category, video subject, video duration, video content, number of the video text words, the purpose of the video, the sound situation, whether cases of AIDS included and the number of video interactions was collected. The random forest method was used to Select variables, and generalized linear regression models were built to analyze its influencing factors. Results A total of 368 videos were collected, of which 237 were popular medical science videos and131 were non-medical science videos. The spread of popular medical science videos was relatively low. Influencing factors related to the spread of popular medical science videos includes the number of followers(RR=1.03), the length of the video(RR=0.73), the proportion of angry emotion words(RR=0.49), and the target of the video the purpose to eliminate discrimination(RR=5.57);the purpose to change behaviours(RR=3.09). Influencing factors related to the spread of non-medical science videos include the number of words in the video text(RR=0.95) and whether official media releases(RR=4.95). Conclusion Discussion Popular medical science videos should be objective and concise, and video content needs to be optimized. Short video platforms supported the dissemination of AIDS-related information to a good degree, and supervision should continue to be strengthened to reduce the dissemination of bad information.