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| Interactive Effects of Rumor-Defying Short Videos under the Influence of Multimodal Features: Based on the Opinion Climate Mediation Perspective |
| Fu Shaoxiong1, Zeng Yuanlai1, Deng Shengli2 |
1.College of Information Management, Nanjing Agricultural University, Nanjing 210095
2.School of Information Management, Wuhan University, Wuhan 430072 |
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Abstract The key to refuting rumors on short-video platforms is enhancing the interactive effects of these videos. Therefore, analyzing the influence of multimodal features on the interactive effects of short videos refuting rumors can provide a basis for the ecological governance improvement of short-video platform content. Based on social cognitive theory and opinion climate mediation perspective, a model of the interactive effects of rumor-defying short videos under the influence of multimodal features was constructed. A total of 2,846 effective rumor-defying short videos were captured. Using regression analysis and combining sentiment analysis, image recognition, and mediation effect tests, we explored how the publisher’s avatar, content, and title features of rumor-defying short videos affect the user opinion climate, subsequently analyzing the influence of opinion climate on the interaction effect of short videos. Avatar clarity had a significant negative effect on user opinion climate, whereas avatar authenticity, short-video theme, short-video duration, rumor-defying subjects, title length, and the emotional polarity of the title had a significant positive effect on user opinion climate. User opinion climate positively affected the interactive effects of rumor-defying short videos. Regarding the influence of external environmental factors on user behavioral responses, the user opinion atmosphere can play a fully or partially mediating role. Taking the opinion atmosphere as a mediator, this study correlates the multimodal features and interactive effects of rumor-defying short videos, elucidates the factors influencing their interactive effects, extends the research perspective on rumor-defying short videos, expands the research context of social cognitive theory, and enriches the theoretical and practical system of information behavior research.
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Received: 12 March 2024
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