| PaperClip was established at the end of 2017 and is a well-known short video self-media of popular science.During the 2020 novel coronavirus pneumonia epidemic,PaperClip won over 100 million views on the entire network with a popular science video on the infection and spread of the new coronavirus-"All About the New Coronavirus Epidemic".In 2021,PaperClip will be on the list of the top 100 up owners in 2020 issued by the well-known video website Bili Bili.Become a representative and typical phenomenon-level popular science short video from the media.Therefore,studying the content framework characteristics of PaperClip popular science short videos,analyzing the advantages and disadvantages of its content dissemination,and discussing ways to improve its content dissemination have great reference significance for promoting the content development of popular science short videos.This article chooses PaperClip popular science short videos as the research object,and selects 172 popular science short videos released from November 30,2017 to December 31,2020 as the research sample.Based on the three-level framework of high,middle and low,content analysis is adopted.,Analyze the characteristics of the PaperClip science short video content framework(high-level,medium-level,low-level)and content framework logic(high-level influence on middle-level,medium-level influence on low-level).And use SPSS software to complete the descriptive statistics and chi-square test of the data.In order to supplement the research on the short video content of paper clip science popularization in a quantitative way.On the basis of empirical research,this article further summarizes the advantages and problems of PaperClip content dissemination.Its content dissemination advantages include objective expression of multiple topics,balanced business logic and content logic,and rich expressiveness;the main problems of its content dissemination are that specialization and refinement need to be improved,business models and profit models need to be optimized,and interactive power And communication skills need to be improved.On this basis,from the four dimensions of improving creative quality,enriching video performance,emphasizing user needs,and improving the content industry,it proposes to enhance the credibility and depth of information sources,diversify communication channels and multi-dimensional style presentation,and interactive video to enhance users The sense of presence and comment interaction enhance the user's sense of participation,adhere to the verticalization of content logic,and create a sustainable business model for content dissemination and promotion strategies. |
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