数字传播视域下反校园霸凌公益广告传播研究——以抖音短视频为例

Research on the Communication of Anti-Campus Bullying Public Service Advertisements from the Perspective of Digital Communication—Taking Douyin Short Videos as an Example

摘要: 数字时代，短视频平台成为公益广告传播的重要阵地。本文从反校园霸凌公益广告视角出发，以抖音短视频为例，分析其传播环境、机制与问题。从技术、用户与社会环境探讨传播条件，结合议程设置等理论分析议题扩散和舆论形成。发现传播存在情绪表达偏重、议题呈现浅化、行动转化不足等问题。基于此，提出优化表达、深化议题、强化行动引导的改进思路，提升传播效果。

Abstract: In the digital era, short-video platforms have become an important arena for the communication of public service advertisements. From the perspective of anti-campus bullying public service advertisements, this paper takes Douyin short videos as an example to analyze their communication environment, mechanisms and problems. It explores communication conditions from technical, user and social environmental dimensions, and analyzes issue diffusion and public opinion formation by combining theories such as agenda-setting. The study finds that the communication is characterized by overemphasis on emotional expression, superficial presentation of issues, and insufficient behavioral transformation. Accordingly, this paper proposes strategies to optimize expression, deepen issue exploration, and strengthen action guidance, so as to improve communication effectiveness.