国际中文开源期刊平台

B站戏曲视频传播影响因素研究

Research on Influencing Factors of Traditional Opera Video Communication Effect on Bilibili

中国新闻评论 / 2022,3(3)：29-42 / 2022-08-10 325 498

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• 作者： 董方杰      张颖     
• 单位：

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• 关键词： 戏曲视频；B站；影响因素
• Traditional opera video; Bilibili; Influencing factors
• 摘要： 把握戏曲视频的传播效果是现阶段振兴戏曲艺术的迫切需要，提炼戏曲视频传播效果的影响因素，才能有的放矢地提高戏曲视频的传播力。以B站戏曲频道精选视频为研究对象，利用ELM模型系统探索演唱剧种、演唱剧目、主题色彩、主要技艺等因素对于戏曲视频传播认同度与参与度的影响，建构并验证了戏曲类视频传播效果的影响因素模型。结果显示，曲目《神女劈观》，剧种黄梅戏，发布年份为2022年，现代对戏曲视频的传播效果有显著正向影响。研究认为今后戏曲内容应侧重技艺展示、结合热点和精品短篇，同时戏曲演员也积极入驻平台、摆脱标签，拥抱新环境，使戏曲的娱乐属性回归。
• Grasping the communication effect of traditional opera video is an urgent need to revitalize opera art. Refining the influencing factors of opera video communication effect can improve the communication force of traditional opera video. Taking the selected videos of traditional opera channel of Bilibili as the research object, the ELM model system is used to explore the influence of singing repertoire, main skills, theme color, main skills and other factors on the recognition and participation of opera video communication, and construct and verify the influence factor model of opera video communication effect. The results show that the repertoire “Devastation and Redemption”, the opera type is Huangmei Opera, the release year is 2022, modern opera, which has a significant positive impact on the communication effect of modern opera videos. The research suggests that in the future, the content of opera should focus on skill display, combine hot spots and high-quality short stories. At the same time, opera actors should also actively settle on the platform, get rid of labels, embrace the new environment, and return the entertainment attribute of opera.
• DOI： https://doi.org/10.35534/cnr.0303004
• 引用： 董方杰，张颖．B站戏曲视频传播影响因素研究［J］．中国新闻评论，2022，3（3）：29-42．