Research On The Dissemination Of Videos In Science Popularization On The Bili Bili Platform

As the importance of science awareness among Chinese citizens continues to increase,the issue of science communication has increasingly become the focus of all sectors of society.Based on the development trend of pan-knowledge videos and users’ learning needs,science videos have become an important knowledge output territory on the B i l i B i l i Video website,and medium video have emerged as a new form of science communication with unique media characteristics,and their influence in improving people’s scientific literacy has become increasingly evident.This paper firstly compares the media evolution and media bias of medium video by reviewing the literature,and further explores the communication value of science popularization medium video on the B-site platform.Then,This study selected 20 representative science bloggers on the B station platform as research objects,according to the framework of the science communication concept,using content analysis,text analysis,statistical analysis,and other methods to conduct a comprehensive study of communication subjects,communication content,communication mechanism,communication objects,and communication effects.The primary purpose is to summarize the common features of these types of videos in the science communication process in the category of popular science,using video examples as a basis for reality.Among them,in order to explore the influencing factors of medium video communication effect in popular science category,the study examined the cognitive level,emotional level and behavioral level of communication effect through ANOVA from three dimensions: communication subject,communication content and video form.The results of the analysis found that the above three dimensions can affect the communication effect of the video to different degrees.The above research shows that medium video science popularization videos have many advantages in the process of science communication,such as the increase of the threshold of science popularization enhances the trust of the communication subject;the gradual optimization of science popularization content strengthens the rigor;the professional special effects innovate the visual presentation of videos;Horizontal video ratio expands new forms for science communication;the two-way emotional connection promotes the secondary communication of science popularization,etc.These advantages are a breakthrough for the traditional science popularization,short videos of science popularization,and the whole science communication in the past.At the same time,this article also identifies the shortcomings of medium video in science popularization category,and puts forward relevant suggestions for improvement on this basis.