档案短视频传播效果的影响因素

Influencing Factors of Archival Short Video Transmission Effect

文章探究了档案短视频传播效果的影响因素,从外部特征和内部特征两个维度,结合档案短视频特点,选取可能影响档案短视频传播效果的因素,采用SPSS非参数检验方法,对抖音平台档案短视频号的195个短视频样本进行实证分析。研究结果表明:标题长度、标题句型、标题语体、视频内容、呈现方式、视频字幕、背景音乐、馆藏档案、馆员出镜和系列视频对档案短视频传播效果有显著影响。根据研究结果,建议档案馆发挥馆藏资源优势,精心选择档案内容,优化视频呈现,打造具有原创特色的档案短视频作品,同时加强运营管理,做好数据监测,以提高档案短视频的影响力,为促进新时代中国特色社会主义档案文化事业的建设和发展贡献力量。

This paper explores the influencing factors of archival short video transmission effect. From the two dimensions of external characteristics and internal characteristics, combined with the characteristics of archival short video, this paper chose the factors that may affect the transmission effect of archival short video, and applied SPSS’s nonparametric analysis method to analyze the factors based on the 195 short video samples of archival short video. The results show that the length of title, the sentence pattern of title, the style of title, the content of video, the presentation mode, the video subtitles, the background music, the collection archives, the staff appearing and the serial video have significant influence on the transmission effect of archival short video. According to the research results, this paper suggested that the archives should give full play to the advantages of collection resources, carefully select the contents of archives, optimize the video presentation, strive to create high-quality archival short video with original characteristics, strengthen operation management, monitor operational data, so as to improve the influence of archival short video and contribute to the construction and development of archival culture with Socialism with Chinese Characteristics for a New Era.