沮丧中的乐趣?TikTok影响者的情绪表达预测用户对新冠肺炎疫苗接种消息的参与度。

IF 3 3区 医学 Q1 COMMUNICATION Health Communication Pub Date : 2024-11-01 Epub Date: 2023-09-27 DOI:10.1080/10410236.2023.2259621
Ellie Fan Yang, Lauren A Kriss, Yibing Sun
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引用次数: 0

摘要

这项研究考察了在新冠肺炎疫苗接种背景下,哪些类型的TikTok视频和消息特征与用户参与度相关。内容分析应用于研究223个新冠肺炎疫苗相关视频样本,这些视频来自至少有10000名粉丝的创作者。内容分析涉及编码主题、视频格式、对疫苗接种态度的效价以及影响者的情绪表达。大多数视频展示了个人接种疫苗的经历,其次是虚构的戏剧和教学信息。与个人疫苗接种故事和教学视频相比,更多虚构的剧集表达了不明确的态度,既没有明确支持也没有反对新冠肺炎疫苗。一些富有想象力和戏剧性的场景,如僵尸变身或接种疫苗后的剧烈痉挛,在有影响力的人中被广泛模仿,也许是幽默的,并引发了人们对疫苗接种积极形象减少的担忧。当视频内容反对或不确定是否接种疫苗时,同时表达幽默和沮丧的视频可以显著预测参与度,这意味着信息中混合情感属性的有效性。这项研究深入了解了创作者的社会背景和信息选择是如何相互影响观众参与度的。
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Fun with Frustration? TikTok Influencers' Emotional Expression Predicts User Engagement with COVID-19 Vaccination Messages.

This study examined what kinds of TikTok video and message features are associated with user engagement in the context of COVID-19 vaccination. Content analysis was applied to study a sample of 223 COVID-19 vaccination-related videos from creators with at least 10,000 followers. The content analysis involved coding themes, video formats, the valence of attitude toward vaccination, and emotional expressions from the influencers. A majority of videos showcased personal vaccination experiences, followed by fictitious dramas and instructional information. More fictitious dramas expressed unclear attitudes, neither explicitly supporting nor opposing the COVID-19 vaccine, compared to personal vaccination stories and instructional videos. Some imaginative and dramatic scenes, such as zombie transformation or dramatic spasms after taking the vaccines, were widely imitated across influencers, perhaps humorously, and raised concerns about diminishing positive images of vaccine uptake. Videos with simultaneous expression of humor and frustration significantly predicted engagement when the video content opposed or was uncertain about taking the vaccine, implying the effectiveness of mixed emotional attributes within a message. This study provides insight into how social context and message choices by creators interact to influence audience engagement.

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来源期刊
CiteScore
8.20
自引率
10.30%
发文量
184
期刊介绍: As an outlet for scholarly intercourse between medical and social sciences, this noteworthy journal seeks to improve practical communication between caregivers and patients and between institutions and the public. Outstanding editorial board members and contributors from both medical and social science arenas collaborate to meet the challenges inherent in this goal. Although most inclusions are data-based, the journal also publishes pedagogical, methodological, theoretical, and applied articles using both quantitative or qualitative methods.
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