新媒体背景下社会工作网络服务传播效果提升研究——基于短视频的数据分析

Research on improving the communication effect of social work network service under the background of new media:data analysis based on short video

自2017年短视频成为新媒体的主要阵地之一后,短视频平台及其传播现象便逐渐成为一种宣传形象和文化传播的独特样态,给社会工作的发展带来了新的途径。为了更有效地利用短视频的优势,提升社会工作网络传播效果,通过在抖音、快手、小红书、哔哩哔哩以及微信视频号等平台收集社会工作主题短视频,利用SPSS26.0对视频主题、发布平台、发布方式、视频点赞量、收藏量、转发量、评论量等方面进行分析,并结合半结构式访谈了解现阶段社会工作者对社会工作短视频发展的态度,发现社会工作短视频的传播效果目前主要受视频主题、发布方式、发布平台三方面因素的影响,同时,视频剪辑技术、案主隐私、视频流量也限制了社会工作者制作和发布社会工作短视频。因此,应注重视频内容设计,打造品牌,引进和培养专业技术人才,加强社会工作的职业科普,积极探索平台引流方式,以保证社会工作网络传播的影响力。

Since short video became one of the main fronts of new media in 2017,short video platform and its communication phenomenon have gradually become a unique pattern of publicity image and cultural communication,bringing new ways to the development of social work.In order to make more effective use of the advantages of short videos and improve the network communication effect of social work,by collecting short videos on social work topics on platforms such as Douyin,Kuaishou,Little Red Book,Bilibili and wechat video number,SPSS26.0 was used to analyze the video themes,publishing platforms,publishing methods,video likes,collection,forwarding and comments,etc.Based on the semi-structured interview,we understand the attitude of social workers towards the development of short social work videos at the present stage,and find that the communication effect of short social work videos is currently mainly affected by three factors:video theme,release mode and release platform.Meanwhile,video editing technology,client privacy and video traffic also restrict social workers'production and release of short social work videos.Therefore,we should pay attention to video content design,build brands,introduce and train professional and technical talents,strengthen professional science popularization of social work,and actively explore platform drainage methods to ensure the influence of social work network communication effect.