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| Factors that Influence the Dissemination Effects of Short Videos of Refuting Rumors Based on Heuristic-Systematic Model |
| Fu Shaoxiong1,2, Su Yiqi1, Sun Jianjun2 |
1.College of Information Management, Nanjing Agricultural University, Nanjing 210095
2.School of Information Management, Nanjing University, Nanjing 210023 |
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Abstract The key to refuting rumors on short video platforms is to enhance the dissemination of short videos refuting rumors. To improve the dissemination effect of short videos refuting rumors and deepen the ecological governance of network information, we analyzed the influence of content design and posting techniques for short videos refuting rumors on their dissemination. This study manually coded 965 official disinformation videos on TikTok. Based on the heuristic-systematic model, heuristic (posting techniques) and systematic (central and peripheral content) cues were contextualized within a short video platform, and the number of likes, comments, favorites, and shares were used as indicators of dissemination effectiveness to analyze the effect of heuristic-systematic cues on dissemination. The results of the regression analysis indicate that the number of likes, topic types in heuristic cues, information completeness, information uniqueness, title symbols and modal diversity in systematic cues had significant effects; for the number of collections, duration, posting time period, topic types and background music volatility in heuristic cues, information completeness, information uniqueness, title styles, and title symbols in systematic cues had significant effects; for the number of comments, posting time period and background music volatility in heuristic cues, information uniqueness and title symbols in systematic cues had significant effects; for the number of shares, posting time period and the linkage in heuristic cues, information uniqueness and the way of information presentation in systematic cues had significant effects. This study extends the research perspective of short videos refuting rumors, expands the research context of the heuristic-systematic model, and clarifies the factors that influence the dissemination effects of short videos refuting rumors.
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Received: 09 March 2023
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