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TikTok 上的 COVID-19 疫苗:纠缠话语的大数据分析。

COVID-19 Vaccines on TikTok: A Big-Data Analysis of Entangled Discourses.

机构信息

Institute for Global Communications & Integrated Media, School of Journalism, Fudan University, Shanghai 200433, China.

Management School, Tianjin Normal University, Tianjin 300387, China.

出版信息

Int J Environ Res Public Health. 2022 Oct 14;19(20):13287. doi: 10.3390/ijerph192013287.

Abstract

Focusing on social media affordances and China's social/political context, the present study analyzed the digital communication practices about COVID-19 vaccines on a popular social media platform-TikTok-which is called DouYin in China. Overall, this study identified five major forces partaking in constructing the discourses, with government agencies and state media being the dominant contributors. Furthermore, video posters demonstrated different patterns of utilizing social media affordances (e.g., hashtags) in disseminating their messages. The top hashtags adopted by state media were more representative of international relations and Taiwan; those by government agencies were of updates on pandemic outbreaks; those by individual accounts were of mainstream values and health education; those by commercial media were of celebrities and health education; those by enterprise accounts were of TikTok built-in marketing hashtags. The posted videos elicited both cognitive and affective feedback from online viewers. Implications of the findings were discussed in the context of health communication and global recovery against the backdrop of the COVID-19 pandemic and Chinese culture.

摘要

本研究聚焦于社交媒体的功能以及中国的社会政治背景,分析了在广受欢迎的社交媒体平台 TikTok(在中国被称为抖音)上关于新冠疫苗的数字传播实践。总体而言,本研究确定了参与构建这些话语的五大主要力量,其中政府机构和官方媒体是主要的贡献者。此外,视频发布者在传播信息时表现出了利用社交媒体功能(如标签)的不同模式。官方媒体采用的热门标签更多地代表了国际关系和台湾问题;政府机构采用的标签则更多地更新了疫情爆发的情况;个人账号采用的标签则更多地代表了主流价值观和健康教育;商业媒体采用的标签则更多地代表了名人和健康教育;企业账号采用的标签则更多地代表了抖音内置的营销标签。这些发布的视频引起了在线观众的认知和情感反馈。本研究从健康传播的角度以及新冠疫情和中国文化的背景出发,讨论了这些发现的意义。

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