Connotation,Problems And Governance Of Short Video Science Communication ——Tiktok,the Popular Science Daily With The Infinitely Small Bright As The Research Object

The development of media has a profound impact on the channels for the audience to receive information.With the help of the communication form of short video,science communication is gradually moving towards decentralization,and the expression advantage is also gradually released.As an important carrier of science communication,short video is of strategic significance to improve people's scientific literacy.Science communication also provides high-quality content output for short video and purifies the short video communication environment.Therefore,this paper chooses the specific topic of communication on the tiktok platform,the "#cop15 short video collection campaign" as an example,to study the effect of science communication on the content production and dissemination on short video platform,in order to provide reference for the production and development of the short video science communication industry.This study selects the topic of "#cop15 global short video collection" on the tiktok platform as the research object.Through data mining and crawling,the content of the short video creation subject,content theme and communication form characteristics are analyzed.In addition,micro analysis is conducted for the top ten short video works in the sample,so as to understand the content production characteristics of short video science communication.In order to explore the impact of content production on the communication effect,the author summarizes the user's behavior preference through the statistical analysis of the dimensions of user participation cognition,attitude and behavior under the topic of the research object.The results show that: from the perspective of content production,the short video science communication style with strong personalized attribute is easier to be accepted by the audience;Secondly,short video science communication also breaks through the limitation of video duration in form,and duration is not the key factor affecting its communication effect;In addition,users are clearly oriented to their own needs and are willing to facilitate interaction and analysis,which is conducive to the secondary dissemination of short video science communication.Finally,this paper puts forward the corresponding promotion strategies.