A Study Of The Factors Influencing The Communication Effect Of Science Animation Short Videos On The Douyin

With the continuous iteration and update of mobile Internet network and communication media,the short video industry which as an example by Douyin began to transform and upgrade in the content industry-from "pan-entertainment" to"knowledge-based.During the COVID-19 epidemic,it was difficult to carry out offline knowledge and popularization activities,and the Douyin platform has become an important front for spreading science.At present,although the prevention and control of COVID-19 epidemic has achieved a major decisive victory,users’ demand for knowledge is changing day by day.With the help of short video platform and media technology,science communication has carried out richer and more advanced knowledge dissemination actions,among which,the integration of animation and science short video has brought new opportunities for science communication.As a comprehensive art combining audio and visual,animation can visualize complex and abstract scientific knowledge,reduce the difficulty for users to understand and accept,increase the interest of science communication,and make the knowledge reach more users.Science animation short videos with both seriousness and entertainment are attracting more users’ attention.Based on this,this thesis takes the science animation short videos on the Douyin platform as the research object and focuses on the influencing factors of their communication effects.First of all,this thesis selects 10 representative science animation short videos accounts with more than 500,000 followers on the Douyin platform,and takes 500 science animation short videos of these 10 accounts from January 1,2022 to December31,2022 as research samples through a combination of proportional stratified sampling method and judgmental sampling method;Secondly,based on the fine processing possibility model and information adoption model,combined with the literature and the characteristics of the existing science animation short videos,five variables under the central path and eight variables under the edge path were summarized,and these 13 factors were taken as the predictors of the dissemination effect of science animation short videos;finally,SPSS27.0 was used for empirical analysis to verify the research hypotheses.The research results showed that under the central path,the video duration,theme type,title sentence style and plot of short videos had significant effects on the three measures of communication effect,but the presence or absence of background music had no significant effect on the communication effect.Under the edge path,the number of fans,the total number of works,and the authentication status of short videos have significant effects on the three measures of communication effect;the video format,IP image,and whether to label references of short videos have significant effects on the three measures of communication effect;whether to add topic tags only has a significant effect on the number of video likes,and has no significant effect on the number of retweets and comments,and the timing of videos release has no significant effect on the communication effect.Using data analysis,this thesis can be studied with the selected variable data,and the factors in the actual dissemination of Douyin science animation short videos can be analyzed at a certain level.In addition,in order to supplement and verify the empirical results,this thesis selects 10 high-quality science animation short videos with the highest communication effect among 500 samples as research cases and summarizes the factors of their success.Based on the above research,this thesis points out the existing content to be optimized in the communication of Douyin science animation short videos,and puts forward specific optimization strategies in order to provide some references for the development of science animation short videos.