太极拳短网络视频传播影响因素及模型构建——扎根于短视频用户对太极拳视频的评论

Influencing Factors and Model Construction of Taijiquan Short Online Video Transmission: Rooted in Short Video Users’ Comments on Taijiquan Videos

目的 从技术赋能角度来看,短视频平台将为太极拳的大众传播提供全新的途径和引擎动力,从而实现太极拳技术和文化跨时间、空间的教学和传播。方法 运用网络田野考察法,从抖音短视频平台、快手短视频平台、哔哩哔哩视频平台搜集用户对太极拳的有效评论共10 221条。基于扎根理论对质性材料进行分析,从原始评论中凝练出72个初始语句,抽象出24个概念范畴,总结出5个核心概念,构建出太极拳短视频传播影响因素的“5C”模型。结果与结论 传播者、传播内容、传播媒介、阻传、受传者是影响太极拳网络短视频传播的主要因素。促进其良性传播可以从线下培养高质量太极拳网络短视频传播人才、合理创编适合短视频传播的太极拳内容、加强监管净化短视频传播环境、精准推送提高转化效率和加强“资本”监控、减少商业炒作等方面加以干预。

Objective From the perspective of technology empowerment, the short video platform will provide a new way and engine power for the mass communication of Taijiquan, so as to realize the teaching and dissemination of Taijiquan technology and culture across time and space. Methods A total of 10,221 user comments on Taijiquan were collected from Douyin short video platform, Kuaishou short video platform and Bilibili video platform by using network field study method. Qualitative materials were analyzed based on grounded theory, 72 initial statements were condensed from 10,221 original comments, 24 conceptual categories were abstracted, and 5 core concepts were summarized. The "5C" model of influencing factors of Taijiquan short video transmission was constructed. Results and Conclusion Communicators, communication content, communication media, the waiters and biography is the main factor that influence the spread of taijiquan network short video. To promote its benign communication, high-quality network short video communication talents of Taijiquan can be cultivated offline, reasonable short plait is suitable for video transmission of Taijiquan content, strengthen the supervision to purify the short video transmission environment, accurate delivery, improve efficiency, strengthen the monitoring of capital, reduce commercial hype 5 aspects to promote the benign spread of Taijiquan in short online videos.