基于SOR模型的央视乡村振兴短视频高转发机制研究

Research on High Forwarding Mechanism of CCTV Rural Revitalization Short Video Based on SOR Model

本文基于“刺激—有机体—反应”SOR理论,构建了乡村振兴短视频高转发机制SOR模型,选取30个高点赞央视乡村振兴短视频进行比较分析。研究发现,电视媒体乡村振兴短视频存在严肃输出型、严肃互动型、社会热点型、关键人物型、休闲娱乐型五种高转发机制,可供参考。

Based on the“stimulus-organism-response”SOR theory,this article constructs a high-forwarding mechanism SOR model for rural revitalization short videos and selects 30 highly praised CCTV rural revitalization short videos for comparative analysis.The study has found that there are five high-reposting mechanisms for the TV media village vitalization short video:serious output,serious interaction,social hotspot,key figure,and leisure and entertainment.