| Today,with the rapid development of network technology and mobile devices,information content is becoming more and more fragmented.Mobile short video is growing rapidly with its fragmented,convenient and fast characteristics.Nowadays,short video has become an indispensable way for Internet users to obtain information and entertainment in their daily life.With the continuous development and innovation of science and technology in modern social life,with the continuous improvement of people's living standards,people are not only satisfied with the material needs,but also begin to have a certain demand for all kinds of knowledge and skills,especially for the scientific knowledge closely related to life.In the past,traditional popular science programs have been unable to meet the audience's demand for knowledge in the era of fragmentation,Popular science short video emerges as the times require,and becomes a new way for people to acquire scientific knowledge.Because the acquisition of scientific knowledge can meet people's spiritual needs,popular science short video has been growing slowly in a few years,and has been loved by many audiences.The state has always attached great importance to people's scientific and cultural literacy,and constantly issued various relevant policies to support the development of science popularization.Short popular science videos that can spread scientific knowledge and promote scientific spirit can help to improve citizens' scientific and cultural literacy.The better the development of short popular science videos,the more people can be attracted to participate in the learning of scientific knowledge Therefore,the communication strategy of short popular science videos is worth studying.This paper selects the popular science short video "paperclip",which has relatively successful communication strategy and good communication effect,as the research object.With the help of the relevant theories of communication,this paper studies the current transmission strategy of "paperclip" through literature analysis,content analysis and case analysis,summarizes its successful communication strategy,and strives to provide reference for other popular science short videos Communication development provides some reference and positive enlightenment.This paper selects the popular science short video "paperclip",which has relatively successful communication strategy and good communication effect,as the research object.Through case analysis,literature analysis and content analysis,this paper studies the current communication strategy of "paperclip" with the help of relevant theories of Journalism and communication,summarizes its successful communication strategy,and strives to provide reference for other popular science short videos Video communication development provides some reference and help.This paper elaborates from three aspects.Firstly,the first chapter starts from the new form of science communication,science popularization short video,analyzes the reasons for the rise of science popularization short video,and concludes that the rise of science popularization short video cannot do without the strong support of national policies,the new communication mode brought by short video and the change of audience's demand for knowledge,And the development process and characteristics of popular science short video are summarized.Secondly,the second chapter analyzes the current communication strategy of popular science short video "paperclip" from four aspects of communication content,push,channel and audience.Finally,the third chapter analyzes the shortcomings of "paperclip" in the process of communication,and summarizes four problems,In order to promote the spread and development of science popularization short video better,the corresponding reasonable improvement suggestions are put forward. |
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