Research On The Dissemination Effect Of Short Videos Of Doctors’ Popular Science—Taking The Douyin Platform As An Example

In recent years,the number of doctors’self-media on short video platforms has gradually increased,and the outbreak of the new crown pneumonia epidemic in 2020 has intensified people’s demand for knowledge and information about health science.Short videos of doctors ’ science have become an important force in the field of health science..This article defines short videos of popular science for doctors as "the self-media in the new media platform with medical professionals such as practicing doctors or freelance medical practitioners as the main body,and the content of health popular science video content within 5 minutes produced."In order to improve the dissemination effect of short videos of doctors’popular science,this study adopts the questionnaire survey method and non-participatory observation method,taking the short video platform of Douyin as a research case,to investigate the dissemination effect,influencing factors and problems of short videos of doctors’ popular science on Douyin.et al conducted research,and summarized the main influencing factors and propagation optimization strategies.The investigation conclusion of the influencing factors is that:in the main body of communication,the professional consideration of the main body of the short video of doctors’ popular science is higher than the degree of humor;in the content of the communication,the accuracy of the title of the short video of the popular science of doctors plays an important role;in the method of communication and persuasion,rational persuasion and explicit conclusions in short videos of popular science for doctors are more recognized;in terms of dissemination and interaction methods,the interactive methods of short videos of popular science for doctors are mainly based on basic interaction.In view of the current problems in the short videos of doctors’ popular science on the Douyin platform,the research believes that:the main body of the dissemination of short videos of doctors’ popular science should try their best to establish a positive image,balancing commercial behavior and public welfare science;To solve the problem,enrich the check methods;in the persuasion method,use a variety of persuasion methods to improve the credibility of the video;in the establishment of the relationship between doctors and users,it is necessary to enhance the awareness of interaction and adapt to the voice environment of the new media platform.