Research On The Effect Of Science Popularization Short Video Communication Based On Cognitive Mediation Model

Popular science short video is a new form of popular science with the development of short video platform.Through deep mining and shallow presentation,short popular science videos make scientific knowledge easier to understand and fit the current fragmented communication characteristics.With this form,whether authoritative science institutions or popular science works from We media can be widely spread,and also bring better propagation effect than traditional forms such as paper media and long videos,based on the short video platform,such as bilibili,tiktok,watermelon video and others.At present,popular science short video plays an important role in our country's network popular science work.This paper explores the influencing factors of short popular science video communication effect and its generation path.Popular science short video contains two content forms:sound and image.Through the synchronous form of sound and picture,it acts on the individual's hearing and visual senses at the same time.The process of producing the effect of science popularization short video communication is that the audience contacts the content of scientific information in both auditory and visual aspects,processes the information,and finally obtains scientific knowledge and forms a certain emotional attitude.This study takes the cognitive mediation model(CMM)of news learning theory as the research framework,combined with the dual coding theory of cognitive psychology to explore the communication effect of popular science short video,and finally draw the path of communication effect.The research on communication effect mainly includes three points:cognition,attitude and behavior.This research focuses on the communication effect of audience cognition and attitude.Based on the cognitive intermediary model,this study takes the audience's monitoring satisfaction motivation as the independent variable,and takes the scientific knowledge and attitude of the audience to watch the short video of science and technology as the dependent variable,and analyzes the role of the audience in the processing of short video information(attention and elaboration)This study draws the transmission effect path of popular science short video in cognitive and attitude level.It is found that,on the cognitive level,the audience's attention to the sound and image content will play a positive correlation effect,but only the relevance thinking of the sound content will positively affect the amount of knowledge the audience obtains.The audience's attitude to science and technology is positively affected by three directions:one is the influence of monitoring satisfaction motivation before contacting short popular science video;the other is the influence of audience on the information processing mode(attention and related thinking)of short video content including sound and image;third,the influence of the scientific and technological knowledge level acquired by the audience after watching the short popular science video.