Research On The Strategy Of Health Science Popularization Short Video ——A Case Study Of Tik Tok

In the context of the national policy support of Healthy China 2030 and the COVID-19 pandemic posing a serious threat to the health of people around the world,health science popularization has become a rising and important type of video content in new media.As an effective communication channel of health science popularization,short video has demonstrated its potential,and it has important research value to explore the strategies of short video health science popularization.This study selected the "most liked" list under the # health science popularization topic of Tik Tok as the object,and made full sample statistics of 377 short videos on the list from May 1 to August 31,2021.Use content analysis to explore the characteristics of those short health science videos,and use text analysis to explain representative cases,then analyze and summarize the communication strategies of short health science videos.Finally,put forward suggestions for improvement.The research found that doctors,media and health officials jointly guarantee the authority of the current health science short video environment.Most video content is close to life.The narration and expression constantly adapt to short platform features.Videos are packaged through the colorful symbolic system.But focusing on content over form still exists.Middle-aged and female groups are still the main users of short video health science popularization,but the subject consciousness is increasing.This paper analyzes and sorts out five communication strategies of short health science videos.Popularization strategy: change dull to vivid.Systematic strategy:change scattered to concentrated.Visualization strategy: change abstract to concrete.Equality strategy: change indoctrination to help.Differentiation strategy: change disadvantage to advantage.It also discusses the different health science popularization emphasis of personal accounts,official accounts and enterprise accounts.The problems of health science popularization include head effect,content chaos,the poor picture aesthetics,and the lack of interaction between communicators and audiences.At the end of the paper,four suggestions are put forward from the communicator,media,health information,and audience.They are developing cooperation,strictly reviewing video content,improving communication skills,enhancing emotional interaction,and cultivating the scientific spirit.