| With the continuous development of Internet technology,short video has risen rapidly.Due to its strong visual impact and easy to understand communication methods,short video has brought new possibilities for popular science communication and become an important position for popular science short video communication.On the other hand,in order to enhance the literacy of Chinese citizens in science popularization,the state and relevant departments have successively issued policies to encourage and support science popularization,accelerating the construction of science popularization information and the deep integration of traditional science popularization,setting off a wave of mobile Internet science popularization,with rapid growth in the amount of popular science content broadcast,and an increasingly significant impact on the public,especially young people.Based on previous research results related to popular science short videos,this study takes the possibility of fine processing model as the theoretical basis,and takes the natural popular science short videos of Station B as the research object.It sets up evaluation indicators for popular science short videos’ communication effects and indicators for influencing factors of communication effects,and constructs a model for influencing factors of natural popular science short videos’ communication effects.Through content analysis and regression analysis,the impact of processing information through central and edge paths on communication effectiveness was systematically investigated.The findings of the study are: From the perspective of the central path,factors such as the theme of video content and the richness of video information can affect the dissemination effect of popular science short videos to varying degrees.From the perspective of edge path,factors such as video title length,video title syntax,video cover image,video cover text,video presentation,and the identity of the video creator can affect the dissemination effect of popular science short videos to varying degrees.In addition,the number of fans of Up owners plays a partial regulatory role in the dissemination effect of popular science short videos.In order to effectively improve the dissemination effect of short videos of natural science popularization on Station B,the thesis proposes the following countermeasures: improving the richness of information and maintaining the authority of science popularization;The content theme is close to life and enhances user attention;Emphasize narrative techniques to enhance functionality and artistry;Maintain the fan circle and build emotional links;Consolidate the joint efforts of science popularization and establish a scientific community. |
