短视频平台中社会主义核心价值观内容传播的困境及对策研究

Research on the Difficulties and Countermeasures in the Dissemination of Core Socialist Values on Short Video Platforms

摘要: 聚焦短视频平台中社会主义核心价值观传播的现实困境，论文着重探讨在算法推荐、流量竞争和用户注意力碎片化背景下，社会主义核心价值观内容如何实现有效传播。以抖音、快手、哔哩哔哩、小红书和微博等主要平台为研究对象，分析与归纳了社会主义核心价值观传播的现状、困境、影响因素及优化路径。研究发现，社会主义核心价值观内容在短视频平台上具备较强的传播基础和平台覆盖能力，但面临内容同质化、价值阐释力不足、算法推荐偏向娱乐化、优质内容供给不平衡以及用户互动浅层化等突出问题。基于此，论文提出推进内容创新、强化平台适配、推动主体协同、优化互动机制和加强多平台联动等对策建议。研究成果对于提升社会主义核心价值观在短视频平台上的传播力、引导力和认同度，推动社会主义核心价值观内容更有效融入新媒体传播格局，具有理论意义和现实价值。

Abstract: This paper focuses on the practical challenges in the dissemination of core socialist values on short-video platforms. It particularly explores how core socialist values can be effectively disseminated under the circumstances of algorithmic recommendations, competition for traffic, and fragmented user attention. The main research platforms include TikTok, Kwai, Bilibili, rednote, and Weibo. The paper analyzes and summarizes the current situation, difficulties, influencing factors, and optimization paths of the dissemination of core socialist values. The research findings show that core socialist values have a strong dissemination foundation and platform coverage on short-video platforms, but it faces problems such as content homogeneity, insufficient ability to interpret value, algorithm recommendation bias towards entertainment, unbalanced supply of high-quality content, and shallow user interaction. Based on this, the paper proposes countermeasures and suggestions such as promoting content innovation, strengthening platform adaptation, promoting collaborative entities, optimizing interaction mechanisms, and enhancing multi-platform linkage. The research results have theoretical significance and practical value for enhancing the dissemination power, guiding force, and recognition of core socialist values on short-video platforms, promoting the more effective integration of core socialist values into the mainstream values and content within the new media communication framework holds both theoretical significance and practical value.