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网帖标题长度对点读和转发的影响—— 基于选择螺旋和适效信息理论的分析
趙心樹; 叶济舟; 孙淑欣; 甄颖彤; 张振宇; 肖倩; 敖颂; 冯广超; 李小勤
Source Publication新闻与传播评论


Other Abstract

This preliminary study investigated the impact of title length on online read and relay, which was based on over 58,000 postings on a mega platform of information aggregation. Two ∩ (inverted-U, IU) effects were found. Postings with 27-28 Hanzi characters per title predicted the largest number of clicks to read while 19-20 Hanzi predicted the highest relay. The authors proposed three principles, which are sufficiency, efficiency, and retrain (SER) of information, as a possible explanation for the first IU curve.

The authors also proposed a mechanism of social negotiation as a possible explanation for the relationship between the two IU curves. It was speculated that the readers preferred moderate title lengths, with 27-28 characters as the optimum, while the relayers preferred short titles, the shorter the better. The outcome of the negotiation was a social compromise shown as the IU-shaped total effect of title length on the relay, with 19-20 characters as the optimum. The IU shape reflected the readers’ preference, while the shorter optimum reflected the relayers’ preference. Studies using larger data were called for to test the theories.

A functionalist approach to statistical tests and p values was taken, which emphasizes effect sizes and encourages the use of “statistical acknowledgment” in the place of the conventional “statistical significance.” Percentage coefficient (bp) was employed as a main indicator of effect sizes, for interpretation and comparison.

Keyword标题长度 选择螺旋 适效信息 点读 点转
Indexed ByCSSCI
Document TypeJournal article
CollectionFaculty of Social Sciences
Corresponding Author趙心樹
First Author AffilicationUniversity of Macau
Corresponding Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
趙心樹,叶济舟,孙淑欣,等. 网帖标题长度对点读和转发的影响—— 基于选择螺旋和适效信息理论的分析[J]. 新闻与传播评论,2022.
APA 趙心樹,叶济舟,孙淑欣,甄颖彤,张振宇,肖倩,敖颂,冯广超,&李小勤.(2022).网帖标题长度对点读和转发的影响—— 基于选择螺旋和适效信息理论的分析.新闻与传播评论.
MLA 趙心樹,et al."网帖标题长度对点读和转发的影响—— 基于选择螺旋和适效信息理论的分析".新闻与传播评论 (2022).
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