| 韩瑞霞,胡冰洁.热播微短剧传播效果的影响因素
——基于 CMS模型的内容—形态—策略协同效应分析[J].南京邮电大学学报(社会科学版）,2026,(04):78~89 |
| 热播微短剧传播效果的影响因素
——基于 CMS模型的内容—形态—策略协同效应分析 |
| Influencing factors of the communication effect of popular mini-drama series：An analysis of the synergistic effect of Content-Mode-Strategy based on the CMS model |
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| DOI： |
| 中文关键词: 网络微短剧 内容质量 技术形态 传播策略 传播效果 CMS模型 |
| 英文关键词:mini.drama series content quality technical morphology communication strategies communication effect CMS model |
| 基金项目:教育部哲学社会科学研究重大课题攻关项目（ 23JZD033） |
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| 中文摘要: |
| 移动互联技术的发展推动微短剧创作重心从内容转向技术与形式的革新。聚焦热播微短剧传播效果的核心影响因素，以 2024年抖音 “微短剧榜单 ”前十名作品为分析对象，构建 “内容—形态—策略 ”（CMS）模型进行回归分析。结果显示：内容质量对传播效果的影响力显著高于技术形态与传播策略。具体而言，女性自媒体博主主导的平民化叙事、线性分集结构、精简场景设置均能显著提升传播效果，而内容付费模式呈负向效应；竖屏形式、视觉特效等技术要素未呈现显著影响。研究证实，在智媒时代，内容的影响力仍高于形态与策略，居主导地位，为行业优化创作提供了实证依据。 |
| 英文摘要: |
| The advancement of mobile internet technology has shifted the creative focus of mini.drama series from content creation to technological and formal innovation. Centering on the core factors affecting the communication effect of popular mini.drama series，this study selects the top 10 works on Douyin’s Mini.Drama Ranking as research samples and constructs a Content-Mode-Strategy（CMS）model for regression analysis. The results indicate that content quality exerts a significantly stronger impact on communication effect than technical form and communication strategies. Specifically，civilian narratives led by female self.media creators，linear episodic structures and streamlined scene layouts can markedly boost communication performance，while the content payment model yields a negative effect. Technical elements，including the vertical screen format and visual special effects，show no statistically significant impact. This research verifies that content remains the dominant driving force over mode and strategies in the intelligentmedia era，providing empirical evidence for the industry to optimize mini.drama creation. |
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