In the context of the rapid growth of the application scale of virtual reality technology, it is of great significance to explore the dynamic interactive mechanism between user-embodied experience and knowledge cognition in the context of 360-degree knowledge short video to effectively improve its communication effect. Based on embodied cognition theory, this study constructs a coding framework from two dimensions of embodied experience and video content cognition of users. On this basis, cognitive network analysis is used to encode the data and construct the user cognitive network. The correlation between different cognitive elements is analyzed by taking the bullet-chatting released by users of 360-degree knowledge short videos on Bilibili website as the data source. The dynamic evolution of user cognitive network is explored. It is found that users’ cognitive experience is related to cognition of video content. There is a highest relationship between the participation, presence in cognitive experience and focus on the plot, and outcome in content cognization. Users’ cognitive network differs at different times. In the learning process, users significantly enhance the focus on deep content cognitive elements and the invocation of embodied experience. The depth and complexity of cognitive nodes association gradually increase, reflecting the continuous improvement of user cognitive construction in the process of 360-degree video viewing.

[目的/意义]借助信息扩散研究方法,对伴随文化内容传播的社交媒体热点这一特殊类型事件中的民族文化演化扩散规律进行探究,为解释民族文化扩散规律、推动民族文化传播提供新视角.[方法/过程]以微博平台"丁真事件"发布文本为数据来源.基于LDA主题模型、民族文化符号识别与情感分析构建主题—民族文化符号—情感关联网络,对热点事件中不同主题传播伴随的民族文化演化扩散动态进行情境还原.量化不同类型用户的民族文化传播影响力,探究热点事件中不同主体的民族文化传递接力过程.[结果/结论]结果表明,从主题—民族文化符号—情感关联网络构建与传播主体影响力两大层次分析社交媒体情境下民族文化扩散路径规律,可帮助人文学者精准把握文化传播细节及其动态交互特征.

人工智能、VR等沉浸式技术应用推动了文化发展数字化转型.聚焦于数字文化核心属性,探究受众接受意愿成为数字文化发展优化的有效手段.本研究构建了沉浸式体验与用户文化价值情感承诺融合的理论模型,以在线收集的326组问卷数据为样本考察数字文化沉浸式技术特征、外部社会环境对受众数字文化价值感知及接受意愿的影响路径.结果表明,数字文化沉浸式技术刺激中感官体验即媒介技术丰富度、感知交互性与数字文化情感价值感知存在正相关关系,认知体验即视觉一致性与受众数字文化情感价值感知存在正相关关系.此外,外部环境刺激中自我分类将调节技术媒介丰富度、感知交互性对受众数字文化情感价值感知的影响作用.

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