Nongye tushu qingbao xuebao (Apr 2023)
Persuasion Strategies of Health Short Videos for Refuting Rumors
Abstract
[Purpose/Significance] As a new means of information dissemination, short videos have become a new favorite of some people in spreading rumors and refuting rumors due to their characteristics of visibility, convenience, and freedom of expression. It is of great significance to understand the content characteristics of health short videos in rumor refuting and improve their spreading effect. [Method/Process] This paper uses Python to conduct data mining, crawling the rumor refuting short videos related to the theme of COVID-19 epidemic prevention and control as samples, and the data set obtained includes the published articles and the original data, such as the number of forwards, and comments. Based on "logos", "ethos" and "pathos" in Aristotle's rhetoric theory, this paper codes the persuasion strategies of sample videos in combination with the coding standard table of 13 persuasion strategies under four categories. At the same time, it divides short videos into seven video elements under two categories and ten themes under five categories, and encodes samples from two aspects of video elements and themes. The information processing was carried out as follows. First, the Apriori algorithm was used to mine the types of persuasion strategies used, the relationships among various types of persuasion strategies, the video elements commonly used in persuasion strategies, and the correlation between persuasion strategies and rumors in the short health video samples with the theme of COVID-19 epidemic prevention and control. Then, short videos using different numbers or types of persuasion strategies were grouped, and one-way ANOVA was used to explore the relationship between persuasion strategies in short videos of refuting rumors and user responses in short videos. Finally, we proposed measures to promote the dissemination effect of anti-rumor short videos and promote the positive development of anti-rumor short videos. [Results/Conclusions] There is a clear correlation between some video elements, rumor types, and the use of persuasive strategies: the persuasive strategies of health related anti-rumor short videos are mainly logical and diverse. When using logical, emotional, reputation, or other persuasive strategies, videos will combine pure text, non-pure text, voice, or music video elements. In refutation short videos, short videos that use both logic and other persuasive strategies are more likely to be accepted by users. In the future, short videos can be used to optimize video transmission and help rumor management. Future studies can further explore the configuration effects of rumor-dispelling strategies, video elements and rumor-dispelling themes, and we will delve into the causal relationship between them and the communication effect.
Keywords
