摘要
基于5W模式剖析河南文旅短视频传播,通过对传播者、传播内容、传播渠道、传播受众和传播效果等五个维度的分析,发现短视频传播过程中存在诸如传播主体协同不足、内容同质化、渠道单一、受众针对性弱及效果评估不完善等问题。针对这些问题,提出加强主体合作、创新内容形式、拓展传播渠道、精准定位受众以及完善效果评估机制等策略,旨在为河南文旅借助短视频提升传播效果、推动文旅产业发展提供参考。
Based on the 5W model,this paper analyzes the short-video dissemination of Henan’s cultural and tourism from five aspects:the disseminators,the dissemination content,the dissemination channel,the audiences,and the dissemination effect,and it reveals issues in the short video dissemination process such as insufficient cooperation among communication subjects,content homogenization,single-channel dissemination,poor audience targeting,and imperfect effect evaluation.In response to these problems,strategies such as strengthening subject cooperation,innovating content forms,expanding dissemination channels,accurately positioning the audience,and improving the effect evaluation mechanism are proposed.The purpose is to provide a reference for Henan’s cultural and tourism industry to enhance the dissemination effect through short videos and promote the development of the cultural and tourism industry.
作者
丁晨雨
汤洁娟
DING Chenyu;TANG Jiejuan(University of New South Wales,Sydney 2052,Australia;Tianjin Agricultural University,Tianjin 300392,China)
出处
《郑州航空工业管理学院学报(社会科学版)》
2025年第5期66-72,共7页
Journal of Zhengzhou University of Aeronautics(Social Science Edition)
基金
2023年度天津市哲学社会科学规划课题(TJGL23-021)。
关键词
河南文旅
短视频传播
5W模式
Henan’s cultural and tourism
short-video dissemination
5W model
