B站美食短视频走红的多组态路径研究

Research on multi configuration path for popularity of short food video at bilibili

近年来,美食短视频在各个社交平台上逐渐走红,探讨美食短视频走红背后的复杂机理和传播路径对提升平台竞争力具有重要意义。从哔哩哔哩平台选取39条美食短视频典型案例,运用定性比较分析方法(简称QCA)探究美食短视频走红背后的复杂机理和传播路径。研究结果表明,美食短视频的走红与否受到多重因素的影响,在以“内容主题、时长、叙事策略”3个条件变量为核心要素的内容属性框架与以“视频包装、UP主专业性、UP主影响力、内容标签”4个条件变量为核心要素的扩散属性框架之下,美食短视频的走红存在四种典型组合方式,分别是内容竞争型、专业教程型、流量叙事型和大V影响型。这一研究结果启示我们,第一,美食短视频的主题类别确定传播定位;第二,美食短视频的叙事视角影响内容生产;第三,美食短视频的内容品质决定传播流量。

In recent years,short food videos have become popular on various social platforms.It is of great significance to explore the complex mechanism and propagation path behind the popularity of short food videos to enhance the competitiveness of the platform.A total of 39 typical cases of short food videos were selected from bilibili platform,and the complex mechanism and transmission path behind the popularity of short food videos were explored by qualitative comparative analysis.The results showed that the popularity of short food videos were influenced by multiple factors:under the content attribute framework with three core element variables,the subject,duration and narrative strategy and the diffusion attribute framework with four core element variables,video packaging,uploader influence,uploader expertise,content label.There are four typical combinations of popularity of short food videos,i.e.content competition,professional tutorial,traffic narrative and Internet celebrity influence.The results suggest that,firstly,the theme category of short food videos determines the communication positioning;secondly,the narrative perspective of short food video influences the content production;and thirdly,the content quality of short food videos determines the communication traffic.