| As the "national carnival" gradually comes to an end,the post entertainment era has arrived,and the audience’s aesthetics have returned to rationality.They are more and more inclined to abandon the value orientation of entertainment first,and begin to pursue cultural products with depth,connotation and attitude.The general awakening of public awareness of popular science and the series of policy documents related to popular science have led the cause of popular science in China into a new period of development.As a scientific and entertaining achievement,"Popular Science Short Video" has gradually become the most dynamic new format of popular science.Therefore,from finalist to breakthrough,how to innovate and develop popular science short videos in the post entertainment era to achieve better communication effects has become an important topic that we need to discuss urgently.This research starts from the theoretical research of "science entertainment",based on the popularization and dissemination of science,from the two aspects of the natural attribute difference and balanced positioning of "science" and "entertainment".Through the consulting,collection and sorting of relevant literature,this study clarifies the value measurement of science and entertainment in popular science short videos,It also puts forward the "balanced positioning model of science and entertainment in science communication" and "scientific entertainment drag reduction model".The study points out that scientific entertainment provides opportunities for the scientific dissemination of popular science short videos,and the effective use of entertainment’s drag reduction effect on science dissemination can boost the dissemination and diffusion of popular science information and knowledge.Scientific participation should promote the exploration of new forms of media communication such as short videos,go beyond traditional popular science channels,and create occasional exposure opportunities among key audiences who are not actively seeking science-related content.On this basis,the researchers set up an empirical research framework for popular science short video.Through the content production analysis based on the content analysis of "top ten popular science short video accounts",supplemented by the questionnaire research for the audience of popular science short video,the results of SPSS descriptive statistical analysis and cross analysis show that,The popular science short videos in the post entertainment era show the characteristics of being close to current events and diversified popular science in terms of scientific content,publishing day and night and overlapping vertically and horizontally in terms of scientific presentation,and showing the characteristics of relaxed atmosphere and mobilizing emotion in terms of scientific entertainment.At the same time,different communication subjects have relatively fixed communication modes,and short videos with scientific entertainment consciousness often use a variety of strategies.At the audience research level,the basic situation of users shows the characteristics of youth dominated and elitism highlighted.The use of users shows the characteristics of two-dimensional drive and abundant rest period.The degree of user satisfaction shows the characteristics of weak sense of experience and large space.The behavior of users shows the current situation characteristics of strong willingness and insufficient actual participation.The empirical research results provide data guidance and support for the follow-up grasp of the practical dilemma of popular science short video and the breakthrough innovation path.Furthermore,The researchers found that there are still structural difficulties from both the supply side and the demand side in the process of the vigorous development of popular science short videos.The contradictions between the lag of communication concept and the rapid change of technology,the rough communication content and the complexity of scientific topics,the failure of communication matrix and the multiple fission of traffic,the height of communication threshold and the audience’s scientific literacy,the poor communication feedback and the willingness of scientific participation have become increasingly prominent,which has become the crux of the development of popular science short videos in the post entertainment era.Based on this,combined with the current development status of popular science short videos,the research puts forward a five-dimensional three-dimensional popular science short video communication framework based on dissemination concepts,content,talents,interaction,and branding.To seek the maximum common divisor of scientific entertainment at the conceptual level,pay attention to information verification and communication potential at the content level,strengthen the construction of short video communicator team at the talent level,promote the benign interaction between communicators and audiences at the interactive level,and accurately and efficiently feed back user needs at the interactive level,Extend the industrial chain at the brand level and create breakthrough innovation schemes and specific cases for the development of popular science short videos in the post entertainment era such as popular science IP.Based on the key nodes of the national action plan for scientific quality(2021-2035)issued by China,this study studies the communication strategy of popular science short video,which can better grasp the interactive relationship between science and entertainment,make more effective use of short video as a new media means to promote and carry out popular science work,combine teaching with fun,and effectively improve the communication level of folk science,Broaden public science popularization channels and constantly improve citizens’ scientific literacy,in order to provide inspiration and reference for strengthening China’s national science popularization ability,creating an innovative country and building a world science and technology power. |
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