从传播仪式观看“知识网红”现象——以抖音APP为例

Viewing the “Knowledge Influencer” Phenomenon from the Perspective of the Ritual View of Communication: A Case Study of Douyin

摘要: 随着短视频平台的蓬勃发展，以及用户精神需求不断提高，短视频平台已成为知识传播的重要阵地，平台中涌现出众多“知识网红”，来自各领域的“知识网红”精心打造的知识分享视频体量庞大，在一定程度上重塑了知识传播生态。本研究基于传播仪式观的理论视角，以抖音APP为切入点，深入剖析“知识网红”在短视频平台上进行知识传播的表现、意义及面临的问题。研究发现，“知识网红”通过精心打造内容、营造互动场域，吸引受众参与知识传播的“仪式”，构建了共同的知识文化圈，塑造强化了受众的知识认同。然而，也存在知识过于碎片化、真实性欠缺以及受众参与的被动性等挑战。本文旨在通过对这一现象的分析，为优化短视频平台知识传播、引导“知识网红”健康发展提供有益参考，助力营造积极健康的网络知识传播环境。

Abstract: With the rapid development of short video platforms and the growing spiritual needs of users, these platforms have become key arenas for knowledge dissemination. A large number of “knowledge influencers” have emerged, producing an immense volume of well-crafted educational content across various fields. This trend has, to some extent, reshaped the ecosystem of knowledge communication. Based on the theoretical framework of the ritual view of communication, this study takes the Douyin app as a focal point to explore the performance, significance, and challenges of knowledge dissemination by “knowledge influencers” on short video platforms. The findings reveal that these influencers attract audience participation in the “ritual” of knowledge sharing by carefully curating content and creating interactive environments, thus forming a shared knowledge culture and reinforcing audience knowledge identity. However, issues such as excessive fragmentation of information, lack of authenticity, and passive audience engagement remain significant challenges. This paper aims to offer insights into optimizing knowledge dissemination on short video platforms and guiding the healthy development of “knowledge influencers,” thereby contributing to a positive and robust online knowledge-sharing environment.