| Popular science micro-video is an important form of popular science media with the birth of digital network media.The content of popular science microvideos is interesting,expressing popular,vivid and short time accords with the fragmentation habit of modern people's reading.Because of its inherent technological advantages,it plays an indispensable role in the work of popular science for all in our country.This paper takes Xinhua popular science microvideos as the research object,and explores the characteristics and shortcomings of Xinhua popular science microvideos from three dimensions: content,channel and dissemination effect by using content analysis and questionnaire survey.Xinhua APP has released more than 3000 popular science microvideos from 2015 to 2019.Therefore,the time node selected in this study is from 2015 to2019.The selected samples are all popular science microvideos of Xinhua.This paper mainly uses content analysis method to analyze the content of popular science micro-videos in Xinhua.It almost covers the audience's demand for popular science information.It is conducive to play the role of popular science micro-videos in promoting public scientific literacy.In the information construction of popular science work of Xinhua,the content and purpose of popular science micro-video are carefully divided and the purpose is clear.It plays an obvious role in science popularization and plays a positive role in improving people's scientific literacy.But in the setting of topics,the topic and the closeness of life can be further strengthened.Xinhua's popular science micro-video transmission channel is mainly through the clients of Xinhua,but there is no personalized promotion based on the personalized needs of the audience.This is not suitable for the trend of mass information push in the context of large data.At the same time,Xinhua popular science micro-video has a certain degree of promotion in social platforms,but there is still a lot of room for promotion needs to continue efforts.There is a lack of drainage mechanism and comprehensive penetration on popular social media platforms.This is worthy of further promotion and efforts.In terms of communication effect,there is a lack of effective interaction with the audience and a certain drainage incentive mechanism.The author uses questionnaires to analyze the effect of Xinhua popular science microvideos on audience's emotional attitude and behavior level.Finally,based on the above research conclusions and data,the author puts forward optimization strategies to enhance content proximity,expand communication channels and enhance audience interaction,hoping to bring useful suggestions to the work of popular science on the Internet. |
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