云南自媒体在国际社交媒体平台的跨文化传播效果影响因素分析

Cross-Cultural Communication Effects of Yunnan We-Media on International Social Media Platforms Analysis of Influencing Factors

摘要: 研究云南自媒体在国际社交媒体平台的跨文化传播效果影响因素对于云南文化走出去，建设面向南亚东南亚的辐射中心有一定的指导意义。本文基于详尽可能性模型，运用内容分析和回归分析对YouTube平台7个云南自媒体账号中的427条视频进行分析测算。研究结果表明，视频的内容主题、标题策略、标题长度、标签、时长、语言、字幕、情感倾向、叙事策略、叙事风格和是否为系列视频都会对传播效果产生显著影响。根据研究结果得出深耕内容主题、注重表达技巧、优化制作流程的实践启示。

Abstract: The research on the factors influencing the cross-cultural communication effect of Yunnan “we-media” on international social media platforms has certain guiding significance for Yunnan culture to go global and build a radiation center facing South Asia and Southeast Asia. Based on the detailed possibility model, this paper uses content analysis and regression analysis to analyze and calculate 427 videos from 7 Yunnan we-media accounts on YouTube platform. The research results show that the content theme, title strategy, title length, label, duration, language, subtitles, emotional tendency, narrative strategy, narrative style and whether the video is a series of videos will have a significant impact on the communication effect. According to the results of the research, the paper obtains some practical inspirations for deepening the content theme, paying attention to the expression skills and optimizing the production process.