使用与满足理论下篮球类短视频的传播内容分析——以抖音“野球帝”为例.docx

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摘要

本文基于使用与满足理论，对抖音账号“野球帝”的传播内容进行了深入分析。研究发现，受众在使用“野球帝”时，主要出于娱乐休闲、学习篮球技巧、社交互动及心理认同等动机。在视频类型选择方面，受众更偏爱基于“篮球+生活”框架的内容，同时也关注品牌合作与技巧教学类视频。对于传播内容的满意度，受众普遍认为“野球帝”视频风格独特、创意编排精良，对提升篮球认知具有积极作用。然而，“野球帝”在传播内容方面也存在一些问题，如内容输出受限、模式单一以及互动性不足等。为此，本文提出优化建议：首先，应增加内容创作的自由度，鼓励创作者尝试新题材和形式；其次，开展多元化合作，丰富内容类型；最后，调整内容策略，加强与粉丝的互动和沟通，增强粉丝黏性。本文通过分析“野球帝”的传播内容及其受众使用动机和满意度，揭示了其存在的问题并提出了优化建议，旨在为提升“野球帝”的品牌影响力和传播效果提供参考。

关键词：使用与满足理论；短视频；“野球帝”

Abstract

Basedonthetheoryofuseandsatisfaction,thispapermakesanin-depthanalysisofthecommunicationcontentoftheTiktokaccountTheWildGlobeEmperor.ResearchhasfoundthatwhentheaudienceusesWildBallEmperor,theyaremainlymotivatedbyentertainmentandleisure,learningbasketballskills,socialinteraction,andpsychologicalidentification.Intermsofvideotypeselection,theaudiencepreferscontentbasedonthebasketball+lifeframework,whilealsopayingattentiontobrandcooperationandskillteachingvideos.Forthesatisfactionofthedisseminationcontent,theaudiencegenerallybelievesthattheWildBallEmperorvideohasauniquestyleandexcellentcreativearrangement,whichhasapositiveeffectonimprovingbasketballawareness.However,therearealsosomeissueswiththedisseminationofcontentbyWildBallEmperor,suchaslimitedcontentoutput,singlemode,andinsufficientinteractivity.Therefore,thisarticleproposesoptimizationsuggestions:firstly,thefreedomofcontentcreationshouldbeincreased,andcreatorsshouldbeencouragedtotrynewthemesandforms;Secondly,carryoutdiversifiedcooperationandenrichcontenttypes;Finally,adjustthecontentstrategy,strengthentheinteractionandcommunicationwithfans,andenhancethestickinessoffans.Thisarticleanalyzesthedisseminationcontent,audiencemotivation,andsatisfactionofWildBallEmperor,revealsitsexistingproblems,andproposesoptimizationsuggestions,aimingtoprovidereferenceforenhancingthebrandinf