有趣的挫折感? "TikTok影响者的情绪表达预测了用户对COVID-19疫苗接种信息的参与度
Ellie Fan Yang1, Lauren A Kriss2, Yibing Sun2
1School of Communication and Mass Media, Northwest Missouri State University.
Health communication
|September 28, 2023
概括
这项研究发现,关于COVID-19疫苗接种的TikTok视频具有混合的情绪,特别是幽默和丧,显著提高了用户的参与度. 这表明,细微的信息,而不是纯正的内容,可以更有效地促进在线疫苗讨论.
科学领域:
- 公共卫生传播 公共卫生传播
- 社交媒体分析 社交媒体分析
- 数字健康行为数字健康行为
背景情况:
- 像TikTok这样的社交媒体平台是传播健康信息的重要道.
- 了解内容特征驱动参与对于有效的关于疫苗接种的公共卫生信息至关重要.
研究的目的:
- 分析与用户参与COVID-19疫苗接种内容相关的TikTok视频和消息特征.
- 确定不同的内容格式和情感表达如何影响观众的互动.
主要方法:
- 内容分析223个COVID-19疫苗接种相关的TikTok视频,这些视频来自拥有1万多粉丝的创作者.
- 主题的编码,视频格式,对接种疫苗的态度价值,以及影响者的情绪表达.
主要成果:
- 个人接种疫苗的经历是最常见的视频主题,其次是虚构的戏剧和教学内容.
- 与其他格式相比,虚构剧经常显示对疫苗的模两可的态度.
- 幽默和丧相结合的视频,特别是那些反对或不确定疫苗的视频,显示了显著更高的参与度.
结论:
- 富有想象力和戏剧性的场景,有时是幽默的,可能会无意中产生对接种疫苗的负面看法.
- 信息中的混合情绪吸引力可以有效地推动参与,特别是对于含有不确定的或反对疫苗立场的内容.
- 创作者信息化策略和社会背景显著相互作用,以塑造观众对疫苗接种主题的参与.
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