基于文本挖掘的短视频植入式广告媒介可供性分析

Analysis of Media Availability of Short Video Embedded Advertising Based on Text Mining

随着移动互联网的飞速发展,短视频应用在人们生活中得到有效推广,一种在短视频中植入广告的新型营销方式逐渐兴起。本文基于媒介可供性分析框架,采用文本挖掘技术挖掘短视频平台头部主播植入广告视频文案及评论高频词和情感倾向,研究新型媒介环境对植入式广告的形塑作用。研究表明在内容可供性上更强调作品的独立观赏性,在移动可供性上强调通过标签的添加借助智能推荐算法增加作品曝光度,在社交可供性上弹幕的出现提供了更丰富的互动场景。本文将计算机专业的文本挖掘技术应用于社会科学研究中,整合定性分析与定量阐述,是媒介可供性分析在新媒体领域应用的有益探索。

With the rapid development of the mobile Internet, short video applications have been effectively promoted in people’s lives, and a new marketing method of placing advertisements in short videos has gradually emerged. Based on the framework of media affordance analysis, this paper uses text mining technology to mine short video platform head anchors with high-frequency words and emotional tendencies in advertisement placement videos, and study the shaping effect of new media environment on placement advertisements. Research shows that the independent viewing of works is more emphasized in content affordability, and the mobile affordability is emphasized by adding tags to increase the exposure of works with the help of intelligent recommendation algorithms, and the emergence of bullet screens in social affordability provides more abundant interactive scene. This paper applies the text mining technology of computer major to social science research, and integrates qualitative analysis and quantitative elaboration, which is a beneficial exploration of the application of media affordance analysis in the field of new media.