数字图书馆论坛2026，Vol.22Issue(4)：68-77,10.DOI:10.3772/j.issn.1673-2286.2026.04.007
多模态特征和叙事策略对健康科普短视频传播效果的影响研究
A Study on the Impact of Multimodal Narrative Strategies on the Dissemination Effectiveness of Short Health Science Popularization Videos:an Empirical Analysis of Popular Videos by Bilibili Content Creators
摘要
Abstract
Given the specialized nature of health knowledge,how to leverage multimodal technologies and effective narrative measures to enhance the dissemination effectiveness of health science short videos has become an important issue in health dissemination.Drawing upon Multimedia Learning Theory and Narrative Theory,this study identifies multimodal feature indicators and narrative strategy indicators from two dimensions,content presentation and content expression,and develops an analytical framework that incorporates creator authority as well as video production and dissemination characteristics.Popular health science short videos produced by leading content creators(UP hosts)on the Bilibili platform were selected for empirical analysis.Dissemination effectiveness was measured through three dimensions:communication reach,audience endorsement,and audience engagement.The results indicate that the combination of multiple visual presentation formats has a significant positive effect on dissemination effectiveness,and the provision of scientific evidence further enhances dissemination outcomes.In contrast,auditory elements show no significant effect on dissemination effectiveness.Moreover,dialogic narratives outperform monologic explanatory formats in promoting audience acceptance and engagement.Based on these findings,this study proposes practical recommendations for optimizing health science short video dissemination,providing guidance for content creation and dissemination practices and contributing to public understanding of health knowledge.关键词
多模态/叙事/短视频/健康科普/传播效果Key words
Multimodal/Narrative/Short Video/Health Science Popularization/Dissemination Effectiveness分类
社会科学引用本文复制引用
林萍,曹静..多模态特征和叙事策略对健康科普短视频传播效果的影响研究[J].数字图书馆论坛,2026,22(4):68-77,10.基金项目
本研究得到江苏高校哲学社会科学研究重大项目"数字医疗时代在线健康社区问答信息采纳研究"(编号:2022SJZD095)、江苏省高校哲学社会科学创新团队(数智驱动的健康大数据管理创新团队)建设项目、江苏省研究生科研与实践创新计划项目"健康科普短视频的用户采纳行为预测研究"(编号:KYCX24_1104)资助. （编号:2022SJZD095）
