汉服在新媒体环境下的传播效果研究——以抖音平台为例

Research on the Communication Effect of Hanfu in the New Media Environment:Taking Tiktok Platform as an Example

汉服文化的传播是很多学者关注的研究热点,但目前针对汉服在抖音短视频平台上的传播效果展开的研究却为数甚少。研究从传播学的理论视角出发,通过发放调查问卷,使用回归分析对假设进行验证,并针对抖音短视频平台上汉服短视频内容质量对传播效果产生的影响进行分析。研究认为,受众的服装专业性和时尚度是影响传播效果的调节变量;短视频的内容质量在一定程度上影响着汉服视频的传播效果。

The dissemination of Hanfu culture has been a hot research topic for many scholars.However,few studies have been carried out on the dissemination effect of Hanfu on Douyin short video platform.From the perspective of communication theory,this study issues questionnaires,uses regression analysis to test the research hypothesis,and analyzes at the influence of the content quality of Hanfu short videos on Douyin short video platform on the communication effect.According to the study,the specialty and fashion of the audience are the moderating variables affecting the communication effect,and the content quality of short video affects the communication effect of Hanfu video to some extent.