| At present,the domestic research on the user behavior of popular science videos involves many aspects such as the use intention and sharing behavior.However,few studies have discussed the effects of humor strategies on video users’ integrated network interaction behavior."Doctor Dingxiang" actively uses humor style in the video,which provides a research opportunity for this paper to explore the effect of humor strategy on users’ network interaction behavior.Therefore,under the guidance of humor effect and classification theory,this paper focuses on the analysis of the narrative characteristics of"Doctor Dingxiang" using humor strategy in popular science short video.Because the use of humor strategy on video users’ network interaction behavior can not be intuitively presented;In addition,there is no exact standard for the positive or negative impact of humor strategies on video users’network interaction.Moreover,there are no quantitative indicators to measure the impact of emotional,cognitive,social,relatable and non-relatable humor on users’ online interaction.Therefore,in view of the research status of the above-mentioned humor strategies on users’ network interaction behaviors,this paper adopts the research methods of content analysis and discourse analysis to describe and analyze the videos of "Dxiang Doctor" in Tiktok for half a year,and finally obtains the characteristics of its humor strategies and the statistical rules affecting users’ network interaction behaviors.It is found that the narrative subjects of the humorous popular science video of "Lilac Doctor"have humorous characteristics.It is found that the main body of narrative in the short humorous science popularization video of "Lilac Doctor" is the narration of professional doctors.On the narrative theme,he tends to choose the humorous creation of diet and health topics;The present form is rich,mainly mixed;The differences of users’online interaction behaviors such as likes,comments and forwarding amount brought about by different humor strategies.Quantitative research shows that humor strategy has a significant negative impact on the number of likes and retweets.Among them,the communication power index of short video using information-oriented humor strategy is significantly higher than that of non-information-oriented short video,that is,the use of information-oriented humor strategy has a significant positive impact on users’ comprehensive network interaction behavior(video communication power index).However,the differences of humor types,such as affective humor,cognitive humor,social humor,relatable humor and non-re latable humor,have no significant effect on video users’ network interaction behavior.It is worth noting that this study mainly discusses the influence of humor strategy application and type on users’ online interactive behaviors such as "like","comment" and "forward",and further research is needed to analyze the effect of other aspects of popular science video users. |
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