电子竞技类短视频的叙事策略研究——基于抖音平台的数据分析

Narrative Strategy of E-Sports Short Video—Data Analysis Based on TikTok APP

摘要: 电子竞技产业蕴含着极大的发展潜力，但依旧面临着多方面的发展困境，其正面、丰满的新形象依旧无法被彻底呈现与认知。叙事作为一种信息传播的重要形式，起到重构事物意义与形象的作用，为电子竞技的新形象提供了有力的建构路径。并且，在人类视频化生存的当下，以短视频叙事为切入角度，有助于扩大电子竞技新形象构建的影响范围。本研究以叙事理论为研究视角，以抖音平台上的电竞类短视频为研究对象，分析电子竞技类短视频叙事的现状与特征，并提出相应的叙事策略。研究得出电子竞技类热门短视频的叙事主体主要来自电竞圈层，叙事内容多以电竞赛事与MOBA类游戏为载体，叙事形式具有账号特色。在叙事特征方面，叙事手法往往带有平台特点，叙事主题突出英雄人物与知识策略，有着深化刻板印象的叙事效果。针对目前的叙事现状，本研究提出打造持续产出优质内容的账号IP、立足平台特色实现对大众痛点的科普、借助媒介事件进行标签化传播并注重与主流价值观接合的叙事策略。

Abstract: The esports industry holds immense potential for growth. However, it still faces many challenges Despite its positive and promising new image, it remains incompletely presented and understood. Narratives, as a crucial form of information dissemination, play a vital role in reshaping the perception and image of esports, offering a powerful pathway for its new identity. In the current era of video-centric existence, short videos have become a vital channel for public information consumption. Focusing on short video narratives can help enhance the impact of constructing its new image. Based on this assumption, our research adopts narrative theory as the framework, analyzing the current state and characteristics of narratives in esports-related short videos on the TikTok APP. Using content analysis, we identify that the main narrators in popular esports short videos are from the esports community. The narratives often revolve around esports events and MOBA games, presented in unique account styles. Notably, these videos exhibit platform-specific narrative techniques, emphasizing sportsmanship and knowledge strategies while deepening existing stereotypes. Finally, we propose narrative strategies such as creating high-quality content through consistent account IPs, leveraging platform features to address public pain points, using media events for tag-based communication, and aligning with mainstream values.