| In recent years,with the improvement of people's living standards and the increasing importance of health and quality of life,health knowledge has been paid more and more attention to by people,and health science has increasingly become the focus of each major platform.The short videos of health popularization on Douyin platform,represented by "DXY Doctor" Douyin,are a new path of short videos +health popularization,and play an important role in the dissemination of health and popular science knowledge.To understand the effect of the tiktok platform's short distance health videos,the author has taken the full consideration of the realistic factors and learned from the knowledge and belief theory to determine 4 6 level two indicators,namely,the communication force effect,the cognitive effect,the attitude effect and the behavior effect.And tiktok is used as an example to analyze the case.Based on the overall description of the data of the six months of the December 1,2020 tiktok May 2021 sound,the clove doctor's voice number is 31,81 videos from March 17 th to April 17 th were selected as the specific objects of study according to the actual situation,and the transmission force index was quantified.235 questionnaires were distributed and 235 questionnaires were distributed(215 valid questionnaires),and data analysis was carried out by using SPSS software.From the perspective of cognition,attitude and behavior,and through in-depth interview,we conducted in-depth interviews with the "clove doctor" tiktok users,users and users.Empirical studies show that,although the updating frequency of short videos on health popularization represented by "DXY Doctor" Douyin is relatively stable,they have low stickiness with users due to reduced quality content and simple form of expression.Their dissemination effect is moderate,and their dissemination power index(DCI)fluctuates greatly.Through the questionnaire survey analysis found that represented by "clove doctor" trill,the trill platform of health science the cognitive effect is relatively good,short video users after watching the promotion of health knowledge level to a certain extent,users of different level of education in the cognitive level,significant differences on the communication effect of bachelor degree under the effect is relatively good.Different genders have significant statistical differences in the communication effect of psychological attitude,but the effect is poor at the behavioral level,which is manifested in low enthusiasm in commenting and forwarding the video content,purchasing products and participating in challenging activities.At present,some producers and disseminators of short videos on health popularization on Douyin platform attach great importance to traffic and neglect quality.The quality of videos is uneven,they attach more importance to sensory stimulation than public opinion guidance,the user stickiness is not strong,and the health service value chain is short,which seriously affects the communication effect.To improve the health of the popular science short video trill platform communication effect,the short video producers on the one hand must hard skills,understanding of user needs,deep high quality content and rich artistic form,to improve the video quality fluctuation kongfu,on the other hand also want to work on external work,enhance the user viscosity,improve customer loyalty,strive to expand health services,improve communication effect,We will improve people's health literacy and help build a "Healthy China". |
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