| Science and technology is the first productive force to promote social progress.The development of a nation and country is inseparable from the innovation of science and technology.The importance of scientific research is self-evident.Science popularization is an important basic work to realize innovation and development.Without the improvement of the scientific quality of the whole people,it is difficult to realize the rapid transformation of scientific and technological achievements.Therefore,science popularization and science communication have gradually received attention.At present,China is in the era of rapid development of science and technology,but the speed of popularization of scientific knowledge is far behind the speed of updating scientific knowledge.The popularization of the network has brought new ideas to solve this problem.As an important carrier of science communication,short video has become one of the important ways to improve people ’s scientific literacy.The field of popular science short videos has also formed a certain scale,and many influential accounts have emerged to continuously export scientific knowledge to the public.Under the framework of ’ 5W ’ theory,this paper studied the communication subject,content and channel characteristics of the short videos of science popularization on Bilibili website.Through social network analysis and content analysis,it is concluded that the communication subject has some characteristics,such as some popular science accounts occupy the core position,different types of popular science accounts are connected to each other to form a complex communication network,and intermediary accounts act as a bridge for information exchange.The excellent popular science accounts have some characteristics such as routinize popular science topics,authoritative account attribute,centralized distribution area and unbalanced gender distribution.The content of popular science short videos has the characteristics of rich knowledge,high topic participation,various forms of presentation,easy narrative style,obvious trend of fragmented communication,personality shaping,and fully personality presentation.The channel of popular science short videos presents the characteristics of users ’ active participation in channel construction,community communication as the leading factor,offline and online integration.In this paper,a questionnaire survey is used to analyze the audience and communication effect.It is found that the audiences are generally young,the cognitive effect of popular science short videos is ideal,the audiences have high degree of satisfaction and trust are high,and it has a certain behavioral impact on the audiences.Based on this,this paper summarized the existing problems in the development of popular science short videos,and proposed solutions from the three levels of disseminator,short video platform and society,in order to provide some new ideas for the development of popular science short videos and promote the healthy development of science communication. |
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