A Study On The Communication Effect Of Popular Science Short Video

In the process of its prosperity and development,popular science short videos have also revealed issues such as low scientific literacy of the communicator and audience,pseudoscientific content,and poor interaction between the communicator and the recipient,which have affected the dissemination effect of popular science short videos.Therefore,this paper takes the Tiktok Head Science Popularization Account "nfinite Xiaoliang’s Science Daily" as an example,based on the 5W,use and satisfaction,and communication effect theory,adopts the "hypothesis test" empirical model,conducts quantitative research through questionnaire survey and data analysis,and examines the communication effect of science popularization short videos in three levels of cognition,attitude,and behavior.At the same time,from the subject,content,mode From the four perspectives of objects,explore the factors that affect the dissemination effect of popular science short videos.The study found that,in terms of communication subjects,the professionalism,humor,and affinity of publishers of popular science short videos can significantly improve the communication effects of audiences on the three levels of cognition,attitude,and behavior of popular science short videos.In terms of communication content,popular science animal and plant knowledge,pseudoscience refutation,and other content will positively affect the communication effect of popular science short videos at three levels of cognition,attitude,and behavior.In terms of communication mode,video duration will have a significant impact on the communication effect of short popular science videos at both cognitive and attitudinal levels;Video subtitles,sounds,scenes,and dialogues all have a significant impact on the communication effects of popular science short videos at the cognitive,attitudinal,and behavioral levels;Video topics can have a significant impact on the communication effect of short popular science videos at both the attitude and behavior levels.In terms of communication objects,the age of the audience will have a significant impact on the communication effects of popular science short videos at three levels: cognition,attitude,and behavior;The educational background of the audience will have a significant impact on the communication effect of popular science short videos at the cognitive level;The audience’s occupation will have a significant impact on the communication effect of popular science short videos at both cognitive and attitudinal levels.Combining the analysis of the communication effects of typical cases,it provides inspiration for the development of short videos related to popular science in the future.In terms of the main body of communication,communicators should strengthen their professional level and create a humorous and friendly communication voice;In terms of dissemination content,the subject matter of short popular science videos should be close to life and popular science rumors should be dispelled.At the same time,the platform should be scientifically controlled to prevent excessive use;In terms of communication mode,attention should be paid to integrating columns and presenting live scenes,while skillfully using dialogue to interact equally with the audience;As far as the communication target is concerned,while encouraging the audience to consciously learn,relevant departments should also improve the corresponding system and mechanism,adapt measures to local conditions and work together to improve the scientific literacy of the audience.