Analysis Of The Features Of The Short Videos Of Science Communication From The Perspective Of Semiotics

With the rapid development of the Internet,the communication mode has become diverse.The wide use of media has brought many convenience and entertainment places to people's lives.With the rapid development of economy and society,the quality of people's life and consumption has been greatly improved,and science has also made unprecedented progress.Beyond the function of entertainment,people begin to be aware of and actively learn more in-depth knowledge,and popular science short videos provide the entrance to people's progress.Popular science short video plays an irreplaceable role in the practice of science communication with its advantages of low threshold,convenience and light production.With the improvement of various media platforms,popular science short video will also become a necessary means of modern science communication.Therefore,the study of its short video transmission law can promote the development of science popularization industry and enhance the national scientific literacy.Taking the short message platform as an example,this paper uses Roland Barthes' s symbolic signification theory,and adopts the research method of content analysis and text analysis to analyze the two aspects of extension meaning and connotative meaning of the popular short videos tiktok on the platform,and study the propagation rules.Firstly,from the perspective of denotation,this paper analyzes the basic information characteristics and the representation under the symbol meaning system of the popular science short videos.Secondly,from the perspective of connotation and significance,this paper uses semiotics theory to analyze the internal meaning from three aspects: subject,narrative mode and cultural formation,and obtains the law of symbol communication.The results show that the diversity and individuality of the main body of science communication short video communication,together with the influx of we media,make the content types and forms become rich and diversified,and present the characteristics of personality.The individual participatory expression makes the interaction between users and producers of scientific knowledge stronger,and popularizes scientific knowledge with a variety of narrative methods,such as scene performance and narrator explanation Understand and cater to the needs of users.Finally,from the three aspects of popular science content,communication channels and consciousness,this paper reflects and examines the practice of short video of science communication,in order to reveal the communication law and social influence behind the current science communication.