| The rapid development of the mobile Internet has transformed the knowledge dissemination system from the traditional "one-way transmission" to "reciprocal interaction",and the short video of station B has become an important medium for popular science knowledge due to its strong interactive characteristics.Among them,effective insight into user needs is the starting point and end point of the development of the popular science section of the online knowledge community Bilibili.Exploring user needs is the core driving force of new media,and it is also the premise of analyzing users.Through user demand research,we help popular science short video platforms solve the pain points and difficulties in knowledge dissemination,so as to propose new dissemination strategies and development ideas.With the country attaching great importance to popular science work in recent years,the rapid development of the mobile Internet,and the continuous entry of "Generation Z" users in the popular science section of the knowledge area of Station B,how to tap the changing needs of users to adapt to better dissemination of popular science knowledge has become a The research focus of the thesis.Based on the perspective of knowledge dissemination,this paper systematically studies the user needs of short popular science videos at station B,with a view to in-depth sorting and analysis.Firstly,guided by user needs,the basic elements for users to choose popular science short videos for knowledge dissemination and the knowledge demand psychology of users watching popular science short videos at station B are analyzed.Secondly,select the research method of grounded theory,adopt the method of semi-structured interview,and use Nvivo12 software to carry out three-level coding on the text content,so as to construct a user demand factor model.The user needs are summarized into environmental cognitive needs,entertainment emotional needs,self-projection needs,and social reward needs.These four needs have a subjective impact on users' cognitive expectations,entertainment tendencies,psychological satisfaction,and emotional belonging.Combined with this requirement,the influence of user needs on knowledge dissemination is explained from four aspects: cognitive dependence and exclusivity,pan-entertainment tendency,the use of network symbols,social emotion and cultural belonging,and on this basis,it is concluded that the core user needs are: Content construction of popular science section.Thirdly,relying on the core needs of users obtained from the aforementioned survey,it is believed that compared with other popular science platforms,the text narrative of short popular science videos at Station B is unique.Therefore,select the top 20 popular science short videos in a fixed period of time,from the perspective of popular narrative,diversified and peculiar narrative content,and fragmented and spatial narrative structure.The reasons for popular science short videos are analyzed.The study found that the above narrative elements had an impact on the rigor,structure,rationality,and speculation of short video narratives.Next,with the help of the narrative paradigm theory,it is concluded from the two levels of external presentation and internal construction that the user's dominant position plays a key role in the process of knowledge dissemination,that is,the user's focus is on the acquisition of knowledge rather than entertainment.Finally,reasonable and effective countermeasures are put forward for the problems in the process of knowledge dissemination in the process of matching user needs and core needs of popular science short videos at station B,hoping to provide effective intellectual achievements and feasible solutions for the process of knowledge dissemination and the development of popular science short videos. |
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