数字乡村建设视域下“三农”短视频传播力测度研究——以抖音“乡村守护人”为例

Measuring the Dissemination Power of Rural-Themed Short Videos in the Context of Digital Rural Development: A Case Study of Douyin's "Rural Guardians"

中文关键词: “三农”短视频  传播力测度  数字乡村  乡村守护人

英文关键词: rural-themed short videos  dissemination power measurement  digital rural areas  rural guardians

中文摘要:

      “三农”短视频已成为推动乡村振兴的重要媒介形式。以抖音平台“乡村守护人”话题下的“三农”短视频为研究对象，基于拉斯韦尔的5W传播理论框架，构建了一个三维传播力测度模型。采用熵权法对10项指标进行赋权，并利用388个有效样本数据进行了实证检验。研究发现:视频风格统一是传播力的核心驱动力，情感表述与互动表达构成内容维度的关键变量；传播效果呈现两极分化态势，日常生活类视频的传播力显著高于其他类型。据此提出三维优化路径:在内容层融入乡土美学与原生叙事，在结构层建立品牌化视觉规范，在平台层实施分级推荐机制。

英文摘要:

      Against the backdrop of digital rural development, short videos on agriculture, rural areas, and farmers have emerged as a vital medium for advancing rural revitalization. This study examines short videos under the "Rural Guardian" topic on Douyin(the Chinese version of TikTok platform), constructing a three-dimensional dissemination power measurement model based on Lasswell's 5W communication theory framework. Using the entropy weighting method to assign weights to 10 indicators, empirical testing was conducted on 388 valid sample data points. Findings reveal that stylistic consistency serves as the core driver of dissemination power, while emotional expression and interactive engagement constitute key variables within the content dimension. Dissemination outcomes exhibit polarized trends, with daily life-themed videos demonstrating significantly higher dissemination power than other categories. Based on these insights, a three-dimensional optimization pathway is proposed: integrating rural aesthetics and authentic narratives at the content level, establishing branded visual standards at the structural level, and implementing tiered recommendation mechanisms at the platform level.