Analysis On The Communication Strategy Of Science Popularization Short Video In The Context Of Pan-Entertainment

As a main branch of communication science,scientific communication's value lies in popularizing scientific knowledge,spreading scientific thought,teaching scientific methods and carrying forward scientific spirit as well.Moreover,scientific communication is conducive to the objective value of scientific and technological achievements,to the construction of national innovation system,to improve productivity and even to promote social development.The popularization of network breaks the barriers of one-way communication and poor interaction of the traditional media era,and brings new opportunities to scientific communication.Short video becomes a brand-new media form with the popularity of the network for it is funny,easy to understand with a moderate duration and in line with the entertainment aesthetics of modern young people.With the assistance of new media technology,the popular science short video can be a better way to spread science and will be a more effective means of scientific communication However,with the rise and development of Chinese cultural industry the trend of Pan-entertainment has been gradually accepted by people in recent years,which affects especially the young generation in many ways.Therefore,it is particularly necessary to study the communication strategies of popular science short video in the context of Pan-entertainment.Under the framework of 5W theory and the theory of "use and satisfaction",this paper focus on the key video opinion leaders(KOL)of popular science short video from TikTok.Authoritative data and theoretical references for the research of popular science short video communication strategies are well collected and organized through literature research.Based on meticulous selection of a large number of TikTok accounts and popular science short videos,the content analysis method is used to comprehensively analyze the typical communication cases,and the questionnaire and index analysis are used to analyze the propagation behavior and the communication effect,so that the development of the short video communication strategy of popular science under the background of Pan-entertainment can be systematically combed.Study of the short video communication strategy of science popularization and analysis of the influence of short video communication would benefit the sound development of science popularization in the context of Pan-entertainment,and to provide new perspectives for the research of scientific communication,so as to beneficially promote the current short video communication of science popularization.