短视频平台公共政策传播的信息框架效应——基于“双减”政策的视频内容分析与实验

Information Framing Effect of Public Policy Dissemination on Short Video Platforms:A Video Content Analysis and Experimentation Based on the"Double Reduction"Policy

[目的/意义]短视频作为新兴的互联网信息表达方式,已逐渐成为政策传播的重要工具。探索短视频平台在公共政策信息传播中的效力以及受众采纳意愿,有助于提升公共政策传播效果。[研究设计/方法]以“双减”政策为例,根据框架效应理论和信息采纳理论,通过内容分析法归纳总结短视频平台中“双减”政策信息框架的组织方式,同时分析不同政策信息框架对传播效果的影响;此外,采用在线控制实验法验证了不同政策信息框架对受众采纳意愿的影响。[结论/发现]在短视频平台中有近四成的信息使用了目标框架,其中损失框架居多,多数采用集体主义视角和非叙事陈述方式;目标框架、文化框架、叙事框架对受众的评论、转发、点赞意愿并未产生显著影响;双减政策信息中,损失、收益框架,集体、个人主义价值观以及叙事和非叙事要素都能增强受众的采纳意愿,并且目标框架与文化框架之间存在交互效应。[创新/价值]研究结论对于政策宣传部门及相关政府机构优化政策传播策略,提高传播效果具有启示作用。

[Purpose/Significance]As an emerging form of Internet information expression,short videos have gradually become important tools for policy dissemination.Exploring the effectiveness of short video platforms in the dissemination of public policy information,as well as the willingness of the audience to adopt them can help enhance the effectiveness of public policy communication.[Design/Methodology]Taking the"Double Reduction"policy as an example,and drawing upon the theories of framing effects and information adoption,this study employs content analysis to summarize the organizational methods of information framework of the"Double Reduction"policy on short video platforms and analyzes the impact of different policy information frameworks on dissemination outcomes.Furthermore,an online controlled experiment is conducted to validate the influence of different policy information frames on audience adoption willingness.[Findings/Conclusion]On short video platforms,nearly 40%of the information use a goal framework,with a majority adopting a loss frame,often from a collectivist perspective and in a non-narrative presentation mode,and the goal framework,cultural framework and narrative framework do not have significant impact on audience's comments,shares,or likes.For the"Double Reduction"policy information,the loss frames,gain frames,collectivist and individualist values,as well as narrative and non-narrative elements,all enhance the audience's willingness to adopt.Additionally,there is an interactive effect between the goal framework and the cultural framework.[Originality/Value]The research conclusions provide valuable insights for policy propaganda departments and related government agencies to optimize policy dissemination strategies and improve dissemination effectiveness.