摘要
贵州“村超”作为乡村体育赛事现象级传播案例,其短视频裂变传播策略为乡村振兴背景下的文化传播提供了创新范式。研究发现,对本土化的内容及文化符号的智能转译是传播成功的核心。对主流短视频平台有关贵州“村超”的数据和用户进行分析,系统解构了“村超”的短视频裂变传播策略。基于文化适应理论、社会网络理论,通过本土化内容、多平台联动、平台算法优化、用户互动激励四大核心组合策略,既增强了内容的吸引力,优化了传播效果,又激发了用户的参与热情,成功实现了乡村赛事的广泛传播与现象级走红。这些策略,不仅提升了“村超”的知名度和影响力,还为地方文旅融合和乡村振兴提供了新思路,为未来乡村赛事和文化传播的创新实践提供了可复制的范例。
Guizhou's"Village Super"serves as a case study of the phenomenal spread of rural sports events,with its short video viral strategy providing an innovative model for cultural dissemination under the backdrop of rural revitalization.Research has found that intelligent translation of localized content and cultural symbols is at the core of successful communication.By analyzing data and users from major short video platforms related to Guizhou's"Village Super,"the study systematically deconstructs the short video viral strategy of"Village Super."Based on cultural adaptation theory and social network theory,through four key strategieslocalized content,multi-platform synergy,platform algorithm optimization,and user interaction incentives—the strategy not only enhances the appeal of the content and optimizes communication effects but also ignites user enthusiasm,successfully achieving widespread dissemination and phenomenal popularity of rural events.These strategies have not only increased the visibility and influence of"Village Super"but also provided new ideas for local cultural-tourism integration and rural revitalization,offering replicable examples for future innovation in rural events and cultural dissemination.
出处
《北京文化创意》
2025年第2期35-42,共8页
Beijing Culture Creativity
基金
北京印刷学院重点教改课题“大类培养背景下的文化产业管理专业复合型人才培养研究”(项目号:22150120028/007)。
关键词
短视频裂变
村超
传播策略
Short Video Fission
Village Super
Communication Strategy
