抽象好还是具体好,叙述好还是不叙述好:创新传播的最佳战略

IF 5 3区 管理学 Q1 BUSINESS European Journal of Innovation Management Pub Date : 2024-01-12 DOI:10.1108/ejim-10-2023-0856
Ernesto Cardamone, Gaetano Miceli, Maria Antonietta Raimondo
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引用次数: 0

摘要

目的 本文研究了语言的两个特点--抽象性与具体性和叙述性--如何影响用户参与面向普通受众的创新交流活动。所提出的概念模型表明,由于创新与想象力和远距离构思相关联,因此创新非常适合使用较为抽象的语言。此外,创新的传播可能得益于对叙事弧线的更多坚持,即早期分期、增加情节进展和高潮最佳点。设计/方法/途径作者在对 3225 篇 TED 演讲稿样本进行潜狄利克特分配(LDA)的基础上,确定了 287 篇关于创新的 TED 演讲稿,然后应用计量经济学分析检验了抽象性与具体性、叙事性对参与度的影响,以及内容多样性和情感基调的调节作用。研究局限/意义本文通过评估抽象性与具体性和叙述性在塑造创新鉴赏力方面的作用,扩展了有关创新传播、语言学和文本分析的文献。
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Better abstract or concrete, narrating or not: optimal strategies for the communication of innovation

Purpose

This paper investigates how two characteristics of language, abstractness vs concreteness and narrativity, influence user engagement in communication exercises on innovation targeted to the general audience. The proposed conceptual model suggests that innovation fits well with more abstract language because of the association of innovation with imagination and distal construal. Moreover, communication of innovation may benefit from greater adherence to the narrativity arc, that is, early staging, increasing plot progression and climax optimal point. These effects are moderated by content variety and emotional tone, respectively.

Design/methodology/approach

Based on a Latent Dirichlet allocation (LDA) application on a sample of 3225 TED Talks transcripts, the authors identify 287 TED Talks on innovation, and then applied econometric analyses to test the hypotheses on the effects of abstractness vs concreteness and narrativity on engagement, and on the moderation effects of content variety and emotional tone.

Findings

The authors found that abstractness (vs concreteness) and narrativity have positive effects on engagement. These two effects are stronger with higher content variety and more positive emotional tone, respectively.

Research limitations/implications

This paper extends the literature on communication of innovation, linguistics and text analysis by evaluating the roles of abstractness vs concreteness and narrativity in shaping appreciation of innovation.

Originality/value

This paper reports conceptual and empirical analyses on innovation dissemination through a popular medium – TED Talks – and applies modern text analysis algorithms to test hypotheses on the effects of two pivotal dimensions of language on user engagement.

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来源期刊
CiteScore
10.40
自引率
17.60%
发文量
107
期刊介绍: The subject of innovation is receiving increased interest both from companies because of their increased awareness of the impact of innovation in determining market success and also from the research community. Academics are increasingly beginning to place innovation as a priority area in their research agenda. This impetus has been partly fuelled by the Economic & Social Research Council (ESRC) who have designated innovation as one of nine research areas in their research initiative schemes.
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