| Knowledge dissemination has always been an important issue in the development of human society.Knowledge popularization is valued by the state and society.Short video provides a new way for knowledge dissemination.The support of the country,the promotion of the platform and the needs of users have promoted the development of knowledge short videos.Nowadays,short videos in short video platforms show a trend of pan-knowledge.As a type of short video with rapid development,knowledge short videos play a certain role in promoting knowledge dissemination.At present,the research on knowledge short videos at home and abroad is in its infancy.Therefore,the research on knowledge short videos has certain reference value for academia and short video industry.This paper takes the 5W communication mode of the classical theory of communication as the theoretical framework.Firstly,the representative knowledge short video in the Tik Tok platform is selected as the research sample for content analysis,and the current situation of knowledge short video communication is analyzed from four aspects: subject,content,platform and audience.Using the empirical research method,the research hypothesis is proposed and the research measurement items are designed.Through the questionnaire survey and SPSS data processing,the current knowledge short video communication effect is analyzed,and the factors affecting are discussed to verify the hypothesis.Based on the analysis of the current situation of knowledge short video communication and the results of empirical research,the problems of knowledge short video communication strategy are sorted out.Finally,based on the SICAS theoretical model,combined with the propagation characteristics of knowledge short video,the corresponding knowledge short video propagation strategy optimization suggestions are proposed.The significance of this paper is mainly in two aspects.First,it enriches the application of classical communication theory and consumer behavior model in the field of new media research.Second,it analyzes the current situation and problems of knowledge short video communication strategy,promotes the improvement of knowledge short video communication strategy,and makes knowledge short video better play its value and role in knowledge communication. |
